Thank you so much, Alexia for letting us all see this!

James is a person who was born male, presenting female and being portrayed by a multi-national corporation as being beautiful, cool, interesting and a positive role model for cis-women ... There is no way on earth Phillips would have done that unless their market research had told them that consumers were accepting of someone like James and ready to hear this message ...
... that is FANTASTIC news!!
As for the he/she issue, there are three things to say ...
1. It is far less important than the existence of the ad campaign itself
2. The tag-line only works if it says, 'Being a
man I can't take pain,' because it's playing to the female target audience who (rightly or wrongly) think men are actually the wimpier sex, and ...
3. I get the feeling James still identifies as an androgynous male who feels free to present himself in a female style. I don't think he actually considers himself TS ... and that, surely, is his choice.