Ooh, that's really interesting. It implies that they are man enough to control their behaviour. Obviously it plays on the jack ass stereotype, but is trying to send the message that you can be a jack ass without being violent to others. It does raise the issue of whether that kind of Tom foolery is acceptable or exclusive to men, but it is meant to appeal to the man child mentality to get their message across.
If they got rid of all the 'we are man' rubbish it would be good. A campaign showing a realistic situation with a realistic proposal for challenging rape culture, and then they force in a whole gender roles/gender essentialism vibe.