There is a legally protected right of publicity. You cannot take someone's likeness and use it for your advertising campaign/movie/endorsement without their permission.

> There is a legally protected right of publicity.

There is not a general right of publicity in federal law in the US; in certain states there is with different parameters, including as to who is even protected.

There is a false endorsement provision in the Lanham Act, 15 USC § 1125(a), that provides a very narrow protection around misleading commercial endorsement, though.