In a Gillette T-V ad, a man teaches his son how to shave for the first time. Seems pretty straightforward… until the young man reveals that he’s transgender. Suddenly, the ad has a whole new meaning. The commercial is just the latest example of Gillette’s efforts to make its brand more relevant to today’s consumer. … Efforts being spurred by declining sales at Gillette, and its parent company Procter and Gamble.