Where Reese Witherspoon's International Women's Day campaign for Avon is earnest, some celeb Brit wits address the same issue — domestic violence, plus and a host of other issues holding back women's equality — with dark wit.
The PSA above, running in cinemas and on British TV, depicts actor Daniel Craig, in his guise as James Bond, putting himself, literally, in a woman's shoes.
It's a risky, and mildly frisky, way to illustrate the challenges facing women in 2011 — feature a misogynistic character whose so-called Bond Girls are vixens and typically victims, villainesses or both.
The two-minute short, commissioned by Annie Lennox's Equals coalition in time for International Women's Day, sees 007 undergo a dramatic makeover as he listens to M (the off-screen voice of Dame Judi Dench) recite statistics on women's issues.
It also marks the first time that Bond has been directed by a woman (director/artist Sam Taylor-Wood) and scripted by a woman (Jane Goldman, who also wrote Kick-Ass). It's produced by Bond producer Barbara Broccoli, whose father (Albert "Cubby" Broccoli) was the longtime producer of the Bond film franchise.
Equal is described as
"a partnership of leading charities that have come together to step-up the call to demand a more equal world. Brought together by Oxfam’s Global Ambassador and Barclays Woman of the Year, Annie Lennox OBE, International Women’s Day will be a day of debate as well as a day of celebration.
The coalition is evolving every day and includes ActionAid, Amnesty International, CARE International UK, the Fawcett Society, Oxfam, Plan UK, Save the Children, The White Ribbon Alliance, Women’s Aid, Women for Women International, 1Goal, Bond, Dance4Life, Every Mother Counts, The GREAT Initiative, Merlin, Mumsnet, National Union of Students, OBJECT, One World Action, Platform51, the Royal Commonwealth Society, UKFeminista, VSO, WomanKind, Women for Refugee Women, and staff from The Elders.
We are also supported by partners such as Brightwide, Birds Eye View, Good Screenings, FILMCLUB, Funny Women, SouthBank Centre and Sphinx Theatre."