First impression of the campaign: obviously, this stuff's only for a self-important sports talk or old style rock station, not for a contemporary or female-targeted station, especially not country.
Then, I hit the Urban Dictionary to find out what the term really meant.
First rule of being a badass. A badass does not talk about being a badass. Period.
Maybe it is possible to be a country leader and still be a bad-ass after all, but please before ordering a package of imaging from anybody, read all seven of the unspoken rules of being a bad ass and take them to heart.