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There are many startling things in the video "Equals," produced in honor of International Women's Day and aimed toward a UK audience. First there's all the facts rattled off, like the fact that women do 2/3 of the world's work but earn 10% of the income and own 1% of the property, or that 60 million girls worldwide have been sexually assaulted on their way to school. Then there's the fact that video features Daniel Craig in drag, in character as James Bond.
The video, directed by Nowhere Boy's Sam Taylor-Wood and also featuring the disembodied voice of Judi Dench in character as M, seems to have its heart in the right place-- James Bond, the famous womanizer, tries out being a woman himself as he learns about all the hardships women face worldwide-- but the gambit of seeing Craig in a dress and a wig kind of overshadows the genuinely disturbing facts that are supposed to be the video's focus. Craig spends half the video in the classic Bond suit, and when he steps out in the dress and heels it takes only seconds for him to remove the wig and earrings, as if he's so frustrated with being a woman he can't stand it for more than a few seconds. I get that he's playing a man finally understanding the plight of the female gender, but the message is a little muddled--are we supposed to think women are stronger than James Bond for being able to handle their gender? Is he going to put his suit back on and go fight crime on behalf of the oppressed minorities? What exactly is going on here?
Check out the video below, marvel that Craig is actually kind of an attractive woman, and let me know if you agree with me that the intent is good, but the execution feels a little antithetical to what they're trying to get across.
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