Daniel Craig Does James Bond and Drag for Equality PSA

“We’re equals, aren’t we, 007?” Dame Judi Dench as M asks Daniel Craig as James Bond in the new PSA for EQUALS, launched on the occasion of the International Women’s Day. In reality, no, we are not – and M has the figures to prove it.

In the latest public service announcement, meant to raise awareness of the gap between genders, the two British actors reprise their roles from the “James Bond” franchise.

And the result is quite impacting.

The video, which you can also see embedded at the end of the article, starts off with Bond walking towards the camera, as M describes to him what hides behind the appearance of equality between genders.

Women continue to be paid less than men for the exact type and amount of work, they still risk losing their job if they become pregnant and are still afraid of going out in the street alone because they can be assaulted at any time.

Men, on the other hand, have no such problems.

“For someone with such a fondness for women, I wonder if you’ve ever considered what it might be like to be one?” M asks Bond.

The next frame sees him walking away from the camera and, when he returns, he’s actually dressed as a woman, with high heels, earrings, makeup and a blonde wig.

As he removes it and then proceeds to take off the clip-ons as well, M continues to offer statistics that confirm that, if anything, man and woman are not yet equal.

Throughout the entire ad, Bond doesn’t say his word – but his silent acting is enough to drive the point home.

M has the final word: when the question of whether we’re equals is concerned, “until the answer is yes, we must never stop asking,” she says.

The 2-minute ad is directed by Sam Taylor-Wood and was written by Jane Goldman.

“We are thrilled that Sam Taylor-Wood, Daniel Craig, Dame Judi Dench and such a prestigious production team agreed to create this powerful short film for EQUALS,” the organization’s spokeswoman Esme Peach says.

“We feel it is crucial to involve men in the movement for women’s rights and EQUALS is about men and women working together for positive change,” Peach adds.