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The post-sexist James Bond

The post-sexist James Bond

Here’s something I’m sure is making Ian Fleming spin in his grave: James Bond taking a stand — in drag — for women’s equality.

This PSA was created by for International Women’s Day, which is tomorrow (March 8)

Now, compare its message to the Bond of the books:

“These blithering women who thought they could do a man’s work. Why the hell couldn’t they stay at home and mind their pots and pans and stick to their frocks and gossip and leave men’s work to the men.” – Casino Royale

“Bond saw luck as a woman, to be softly wooed or brutally ravaged, never pandered to or pursued. But he was honest enough to admit that he had never yet been made to suffer by cards or by women.” – Ibid

“Before a man’s forty, girls cost nothing. After that you have to pay money, or tell a story.” – Diamonds are Forever


But that was then. This is now. And Daniel Craig is the Generation X Bond who privately hates guns, wears a lifejacket, and — as AdFreak points out — thinks Bond should do a gay sex scene. (I always thought his love for Felix was a little more than Platonic.)

The video is a little long, a lot plain, and is certainly depressing. But it’s interesting to hear the new female M (Dame Judi Dench) go on a two-minute rant about equality. Seeing Bond in a wig and dress in a completely non-humorous context, on the other hand, is just awkward.

Oh well, let’s just hope the film franchise gets back on its feet after the MGM bankruptcy. With or without high heels.

We Are Equals

I am Creative Director at Acart Communications, a Canadian Social Issues Marketing agency. Read more