I think the commercial is great. It is sending the message that you don't have to be athletic to be masculine. It is very difficult for boys and young men who are not interested in sports to be respected in our society. I saw it over and over again in my years of teaching.
Disagree Kitchen, while your personal observations are indeed, spot on, and a genuine concern, the commercial is, however, absolutely horrible in regards to its stated goal. Masculinity does not define one as a man, it describes a certain
type of man. Pee Wee Herman is an example of someone that's not typically considered masculine, but that doesn't preclude him from being a "man". A masculine male is the polar opposite of an effeminate male, yet either one, and all in between, are capable of being a "man". The commercial is trying to make all males masculine by just simply being male. It doesn't work that way.
You refer to sports as an example. Sports by its very nature is athletic and competitive. Being physically fit and having a competitive spirit are common traits associated with a masculine male, as is being self assure, being persuasive, being cunning, having prowess, etc. All helpful in gaining a sports advatange. Not all males have these traits in abundance, whether inherited or instilled by their father's training. But it's beyond sports, it's everyday confidence, seizing the day, sexual allure, bravado, etc.
Despite the wishes of most of the guys in the commercial, they will never be masculine like a pro athlete, or a Navy Seal, or a Hollywood depicted "007" secret agent. Neither will the average joe in public, either. Their very act of pleading to change the parameters to be inclusive is a very unmasculine act, in of itself, to be frank.