When they debuted, the Old Spice commercials were hilarious. A "manly" man screaming about body wash, punching through walls, riding horses, and wooing the ladies, all in an ADD-fueled frenzy. And I have to imagine they were successful. There were parodies, remakes, follow-ups, and most recently, knockoffs.
And that last one has gone overboard. At some point, advertising decided that in order to sell a product, especially one that isn't inherently "manly," you need to emphasize that it is in fact for men, and only for real men, and women, children, and non-manly men need not patronize these businesses.
So lately, it seems like every Super Bowl commercial is trying to duplicate the success of Old Spice. Not necessarily by simply ripping off the commercial (though I've seen a few products that do that), but more by explaining that men must retake their masculinity, they must strive to be more male, and in order to become true men again, they must use [insert product here].
I think this culminated with Dr Pepper Ten, which straight up says "it's not for women." It's amusing, and it seems to me like it's probably a parody of the concept altogether because of how over the top it is, but I think that most probably don't view it that way: it's just another in an increasingly long line of manly commercials.
There's nothing particularly manly about body wash, diet soda or light beer. If these are gendered an any direction, it's probably toward femininity. Which is why Tecate Light, the most recent example of this that I've heard, explains that it is beer only for "men with character," the last word of which is pronounced in a poor representation of a hispanic-American, as though if to also piggyback on the success of Dos Equis' "Most Interesting Man in the World."
But it's not just for men with character, which one would think means interesting men. No, it's only for the manly man. You cannot wear pink. If you do, you're not a man with character. And you're not the target audience of Tecate Light.
This is somewhat related to the trend of products telling consumers not to use them, and it's ridiculous. But it's also borderline offensive. While Old Spice was just funny, and Dr Pepper Ten took it a step further, seemingly making fun of the trend, Tecate Light is neither of these things. It's not funny, it's not self-deprecating, it's just "manly."
Almost certainly, the next iteration of these commercials will cross the line. They aren't just annoying, they're going to be offensive. I've already had enough. I think it would be wise for the trend to stop here.