Progresso Light Soups

I just saw a commercial just now for Progresso Light, creating by Saatchi & Saatchi NY. The 15-second spot features a (presumably) married couple--the man is sitting eating soup, and the woman lightly teases him for "eating light." He comes back saying that it's not light because it's meaty, big chunks of vegetable, etc. She grabs the can and reads "Only 70 calories and endorsed by Weight Watchers? I call that light, big guy." He attempts to protect his manhood with a "Like a big guy light" as she walks by him, humoring him and doting a bit like a mother would a son.

OK, so my question is: where in this does Progresso Light protect itself for the long-term during its subtle teasing of eating light? Wouldn't it be more beneficial for the man to come around to a new way of thinking about light? Or pave the way for men to hop on the "health trend" that is likely keeping this product alive while still preserving their role as strong males? I think there are a number of guys out there who would be much more apt to work out (and I mean cardio, not lifting), eat healthier, or even get pedicures ('cause let's be honest, many of them could definitely benefit from a little love on the feet) if they were shown a way to do it without undermining their testosterone. No man wants to open himself up to the slight ribbing that is the constant undertone of this advertisement.

Now, if their target was women, hoping they'll buy it for their guys, well then hell, I think they did a perfect job of showing women what they want to see. Their guy being healthy, and her getting to take pride (and be a bit smug) about it. Teasing with no backlash, just a healthier partner. Not bad...if that was the point, great job Saatchi. But otherwise, I think Progresso missed a great opportunity to support their line for years to come.