"Man-ifesto"

Dockers has created a "man-ifesto." They use odd phrases like "Once upon a time... men took charge because that's what they did" and suggests that our "genderless society" now needs men to "put down the plastic fork... and untie the world from the tracks of complacency." Go read it. It's a daring statement. I'm sure they are only trying to think of a new, creative, eye-catching way to sell men on their khakis when jeans are so much more commonplace, but it still begs the question: is it just advertising or is something more serious being offered for our consumption? If the former, that's a risky way to sell khakis; and if the latter, that's a refreshingly strong statement in support of masculinity.