To answer your question about an alternative to appealing to masculinity, the only ways that I can think of to do it would be to disparage or cast masculinity in a negative light, which I doubt would be received well by the target audience. The problem is that we need to make people revise their ideas of masculinity and I can’t think of a way to do that other than to associate the perceived positive qualities of being male with the message that that shouldn’t disparage women. Of course, the video just shows men being dumb, which is nicely amusing without necessarily being a peculiarly male trait (do Jackass etc ever actually have female participants?).