Who's in charge--well, men, obviously.  They do have a tendency to be ruled by one part of their anatomy over all others. ;-)  If it works for a beer ad, then why not direct it at women, and make them feel even worse about themselves than they already do, all for the purpose of selling a product.

Ads for women don't use sex (at least not sex for our enjoyment).  They use our feelings of inferiority, and especially our insecurity about our appearance, and exploit the hell out of it.

I wonder who's having more fun?  Pretty obvious--all the guys in the ads have big shit-eating grins, don't they?