I think the general attitude among my local group is that the ad is pretty inoffensive. I can see why some feel like it steps on their toes, though. The ad says that every man is responsible for the society he lives in, and that manliness shouldn't involve being a bystander, which is kind of a big ask, particularly when the thing involved is another man doing something you don't like. I think in daily life, I walk past a lot of bullies and a lot of bad situations without standing up for what's right. Sometimes it's a calculated thing like not wanting to cause an issue at work when I can't afford to be fired, but other times it's just an instinct to not want to get involved, even if it wouldn't cost me much. I think there's a common trend in american society to turn and look the other way when someone does something that's a minor transgression (as opposed to a major one), saying "it's none of my business." Sometimes, this is what you have to do to survive. But sometimes, you have the ability to intervene, and to not do so is, in some sense, an act of moral cowardice. To be implicitly reminded of that definitely rankles some nerves.
I think people tell themselves that some of these things are "okay" because to admit that these things are "not okay" would be to admit to themselves that they stood by when something bad happened, and did nothing. And that's a tough thing to admit for anyone.