Have you seen this Gillette ad yet?
For me, I'm split on how I feel about this. On one hand, I agree that we need to start teaching our sons that we should be treating everyone with respect. Some typical "boys" behavior is demeaning and disrespectful. Part of teaching them to be an adult is teaching them accountability for their actions. Treating others with the same respect they treat us with. So I'm on board with that. Teach them under no circumstance are you better than anyone and that they are not better than you.
I do, however, take some issue with the "use your words" part towards the end. It's an unfortunate truth that there will come a time when words don't work. You need to stick up for yourself and not let someone walk all over you. If it takes a punch in the mouth to do that, then so be it. I have told my daughters that they are not to start any conflict but, if necessary, they are the ones that end it. Granted I don't have a son but I am a parent and my stance on that issue doesn't waiver.
I'm not sure we all have the same take on what being a man actually is. Honestly, there is no correct way to be a "man". We all have our take on what that means. One thing I do know is that I or we shouldn't really need a "commercial" to tell us how to do that. Raise your child to be a decent human. If you're an adult, be a decent human towards everyone. Don't stand by and let people treat others with disrespect. If you don't agree with the way someone is acting, speak up. Don't be a bystander and let that kind of thing happen. It's not that difficult. Is it?