Well ... not that it's "reverse" discrimination, but the focus is in another direction from what we're used to seeing.
This article (Rona building bad blood with TV ad by Chris Cobb) at the National Post discusses a Rona commercial on TV that depicts all husbands as lazy guys who don't help around the house.
I'm glad that someone is making a stink about the discrimination aspect. Discrimination isn't right, no matter what form it takes. I think it's a real step backwards to keep throwing sexual discrimination around ... it really undermines the serious issues that so many people face when we're making jokes about it on any level.