Gillette's New Ad Shows Dad Teaching Transgender Son How to Shave

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Here's a question for you. Is a big brand producing videos like this sincere? Or is it a big brand trying to get on top of a trend, or exploit a trend, like Transgender for profit? It seems to me like Gillette is milking it, like a group of execs are like "Trans is popular, that will make some noise, let's do a dad teaching his daughter who is now a son to shave" and that makes the whole thing pretty tasteless. Hint, it's a girl.