McCoys Man Crisps

Recently I saw an advert on TV for McCoys Man crisps.  Now I have always loved McCoys crisps I think they are easily the best tasting and crunchiest crisps that exist.  However, their latest advert made me quite unsettled as it involved a group of men looking at a map trying to work out which direction to drive in.  One man suggests that they should ask for directions and as soon as he does there is a long pause in which the other men in the group give him dirty looks.  The man is then sucked up into a tube and removed from the situation with the slogan "McCoys, Man Crisps."  

First of all I would like to add that there is nothing wrong with asking for directions and I would actually respect any guy that has the courage to go and ask for them instead of huddling round all looking puzzled and wasting time.

Secondly there is the issue of me being a woman.  What about the crisps makes them for men rather than for women? They are baked potato slices covered in a bit of flavouring so what is it about them that makes them specifically manly?

I decided to send McCoys a slightly sarcastic email to try and find out. 
Click on the image to enlarge.

What is most interesting about their reply is that I simply asked them if it is safe for a woman to eat these crisps and they immediately picked it up as being a hint of sexism in their advert.  They are right, but I had not actually written that in my original email which shows that they are perfectly aware of the issues with their advert and have already composed letters to respond to the concerned consumers.