Daniel Craig has traded in his sleek Bond suit for a snug-fitting dress in a new video to support International Women’s Day.
The 007 star appears in a blonde wig and knee-length dress in a short clip that addresses gender inequality faced by women all over the world.
The film, made by British artist and filmmaker Sam Taylor-Wood, is narrated by Dame Judi Dench – another James Bond Star - to highlight the trials and tribulations many women around the world face each day, including violence, employment discrimination and gender prejudice.
The use of James Bond as the silent lead in the clip may seem an odd one, considering the character’s womanising history. In the video, Dench asks: "For someone with such a fondness for women I wonder if you've ever considered what it might be like to be one?"
Taylor Wood says the use of the character is intended to stir debate: "Bond is challenged by M to think about gender inequality, and I hope that the film encourages viewers to do the same.
"Despite great advances in women's rights, statistics show that when it comes to the balance of power between the sexes, equality is far from being a global reality. As M reminds Bond, facing up to gender issues and the sometimes covert nature of sexism in the 21st century is something that we all have to recognise, confront and challenge."
The film also marks the first time the James Bond character has been directed by a female. A woman, Jane Goldman, wife of Jonathan Ross, also scripted the piece and Barbara Broccoli, who’s been behind Bond hits like ‘Casino Royale’ and ‘Quantum of Solace’, produced the film.
The video was commissioned by EQUALS, a coalition of charities and organisations brought together by Annie Lennox. It will be screened in cinemas and streamed online to raise awareness about the levels of inequality that exist between men and women in the UK and worldwide.
"We feel it is crucial to involve men in the movement for women’s rights," says EQUALS' spokeswoman Esme Peach. "And EQUALS is about men and women working together for positive change."
This year marks the 100th anniversary of International Women’s Day.
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