At best, they can get somebody who dislikes women's basketball to say "hey, it's not so bad". If you have a viewer that's neutral or already a fan, there's nothing for them to take away from the message. At the same time, the commercial opens with overwhelmingly negative comments about women's basketball. Nobody is going to seek the WNBA on TV or buy game tickets after seeing those spots. It's like the NFL coming out with a Michael Vick/Pacman Jones commercial preaching the virtues of thug life. Although that probably WOULD increase viewership and sell tickets.
Below are two of the videos that I've actually seen on TV (during NBA games). The Candace Parker spot on top is probably worse. She has some pretty harsh words while they show a montage of WNBA highlights. The second one... I don't even have to say anything here. Even the first WNBA ad campaign ("We Got Next") is better than this crap. You can watch them for yourself and decide how much of a sexist douchebag I am...
