Saturday is International Women’s Day in the United Nations and a group of London creatives put together an unbranded video to raise awareness on an ever-present issue- abuse. International Women’s Day began almost 100 years ago during an era of rapid change and industrialization (Mintz 2013) to promote gender equality. “As the planet’s population grew and the demand for labor increased, and as new ideologies took shape, women were thrust into a brave new world and confronted with a host of challenges” (Mintz, 2013). This group from London created a video for Women’s Day and it makes an impact…at the end. The video begins and it seems like a commercial for Google glasses or maybe even a commercial for some horror film, but right at the end you get the real sense of what the commercial is all about. The commercial is entitled “A Woman’s day #throughglass” and it is suppose to show you what a typical day is like in the life of this one woman. She wakes up making coffee, checks the weather, and heads outside to meet up with a friend who just landed a job; and all the while it is shown through “the eyes/Google glasses” of this woman. The commercial ends with this woman arriving home late and her partner begins to beat her, which is also shown through the glasses. Google glasses are a hands free computer device, like a mobile phone but for your head. You can take pictures with the glasses, check the weather, answer text messages or emails, find directions, etc. Google had no part in the making or soliciting of this video; the creators used the glass as a portal into the action (Rick, 2014). Tim Nudd from AdWeek (2014) says, “Google Glass videos are notable for their seamless first-person perspective, which puts you not only in someone else’s shoes but in their eyes. You see what they see. No wonder, then, that the empathy-rich form is being hijacked by a PSA effort—to show you something you wouldn’t want to see in the first place.” According to Christopher Rick of ReelSEO the video was posted to YouTube on March 4th, and within a few days generated more than 300,000 views, and received 114 thumbs up and 42 thumbs down. There were more critics than expected due to grammatical errors, confusion, and “full of ignorance or attempts to shock others” (Rick, 2014). I personally didn’t understand the video or really read into the title so much so I was a bit confused on what it was all about until the very end; I thought it was a commercial for Google glasses, until I saw the ending hashtag. Despite the criticism Rick says that the important thing to him is that people create these videos, as drastic, innovative or avant garde as they may seem, as a way of storytelling and creating change.
So what do you think? Is this video moving or just confusing?
Mintz, Z. (2014 , March 07). International women’s day 2014 quotes: 25 sayings that empower women. International Business Times. Retrieved from:
Nudd, T. (2014 , March 07). A woman’s day, seen through glass, ends brutally in this shocking video new perspective on an old problem. AdWeek , Retrieved from:
Rick, C. (2014 ). Google glass women’s day psa evokes emotion while losing message? source: Google glass women’s day psa evokes emotion while losing message? Retrieved from: