I suspect a bunch of male priests thought this was a good idea for an ad campaign.
I rather doubt that recruiting from the ranks of people who talk about Real Men and think that Real Men cluster with other Real Men and exclude Real Women is going to help the Catholic Church’s problems — these are not the human beings you’re looking for. Also, isn’t it a little odd to emphasize the masculinity of a profession that demands all of its members be celibate?
I think Cybele had the right idea. Try campaigning on the notion that Real Men cut off their junk in the name of Mary Mother of God and serve as eunuchs. At least that would promote real change in the culture of the church.