Yeah it was a bold move and maybe a waste of money due to how costly superbowl ads are; but I think that was the point, to get people talking and thinking about it who normally wouldn't, namely men. Any man who truly cares about his wife/girlfriend/daughter/female friends/mom/ etc. should at least care about their opportunities and how they are treated solely based on gender though.
Great game, terrible playcall, definitely a noteworthy ending that will be remembered. Not sure why the hate on the "like a girl" ad though, it certainly could have been done better but the message behind it was great and still needs to be fought for.
No MrShiny, each individual encounter with a wild pokemon has the same chance of being a shiny one. 1/8192, as far as we know will not change based on location or region