James Bond in Drag 'Equals' a Powerful Ad for Women
As part of International Women's Day, this officially commissioned advert stars James Bond himself Daniel Craig, in a role you have never seen him play before - a woman. Craig undergoes a huge makeover, as he both physically and metaphorically puts himself in women's shoes. The campaign titled 'Equals' is spear-headed by British singer Annie Lennox and was directed by the critically acclaimed Sam Taylor-Wood and features the voice of Oscar winner Dame Judi Dench delivering a very thought provoking script.
Credits:
Director:Sam Taylor-Wood,
Producer: Barbara Broccoli
Scriptwriter: Jane Goldman
Director of photography: Seamus McGarvey
Editor: Mel Agace
Post production: Michael Sollinger
Post production coordinator: Harriet Dale
Grading: Robin Pizzey
Deluxe grade production: Rob Farris
Effects fix: Emily Greenwood
Sound producer: Hannah Mills
Sound: Simon Diggins and Peter Gleaves at Goldcrest
If the purpose was to engage men in the message it fails. James Bond getting a “school Ma’am” lecture from his female boss, & being made to wear a dress. Irrespective of the narration, subtext feels like admonishment of male collective evil and punishment via emasculation. Criticism polarizes rather than attracts. I didn't register the statistics read out, just looked at the image & thought "OMG, that is soooo lame". The terms “ill conceived” and “ham fisted” come to mind.
4 comments:
Sad but true
Makes me glad I don't have a daughter - and that is not a good feeling.
If the purpose was to engage men in the message it fails. James Bond getting a “school Ma’am” lecture from his female boss, & being made to wear a dress. Irrespective of the narration, subtext feels like admonishment of male collective evil and punishment via emasculation. Criticism polarizes rather than attracts. I didn't register the statistics read out, just looked at the image & thought "OMG, that is soooo lame". The terms “ill conceived” and “ham fisted” come to mind.
Very good video I liked to see how the man had the ability to change his appearance, besides I liked the sarcasm implicit in here.
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