If your Tweeps have been hashtagging about the same things mine have today, there's a good chance you've already seen this video from the European Union:
Ummm ... yeah. As science outreach, this would never have worked on a younger time-slice of me. But maybe I'm not the target audience.
In the interest of generating empirical data from the two possible members of the actual target audience to whom I have access, I showed the video to each of the Free-Ride offspring (both daughters, as related in my newly-published story at Story Collider) separately, then asked for their reactions, which I've transcribed below:
From the elder Free-Ride offspring, almost 13 years old:
I didn't really see those women doing science. Plus, they were trying to act too sexy. Yuck.
Me: Did you find any of the visuals engaging?
Some of the sprays of orbs were cool.
Me: How about the glassware?
Sort of. But we don't actually see how any of it is used to do science.
Based on this teaser, I would not watch the full music video.
Me: Um, I think it's supposed to be a teaser for an outreach campaign rather than a music video, although it's interesting that it read to you as "music video."
Or whatever. I feel like I've seen enough of this.
Me: Did you feel like it conveyed any information about science?
Me: Did you feel like it conveyed any information about what kind of people do science?
The only clear scientist in that video was the man. The women in that video didn't come across as scientists. They were more like giggly models with scientific props.
Me: If it were you, what kind of strategy would you use to get girls interested in science?
Don't show me make-up, lipstick, and high heels. Show me an actual scientist at work.
* * * * *
From the younger Free-Ride offspring, 11 years old and no stranger to feminine accoutrements:
Why the high heels?
It was bad. I didn't like it. And science isn't just a girl thing.
Me: What didn't you like about it?
How the guy was all seduced by the girls. And the girls were acting too girly -- abnormally girly.
I didn't feel like anything in the video had anything to do with science. It was just lipstick and stuff -- that's not science.
Me: Well, there's science that goes into making cosmetics.
We didn't see that in the video. We saw make-up exploding on the ground and women giggling.
I don't think this is a good science outreach strategy except to girls who want to have exactly that image.
* * * * *
It appears the sprogs aren't the target audience either -- or, if they are, that this video is 53 seconds of highly produced FAIL.
UPDATE: While the original video was reset to "private", there is a mirror of it:
Because you want to know what the fuss is about, right?