Science: It (Must Be a Borat) Thing

It's been a joy to follow today's Twitterstorm over the EC's 'Science: It's a Girl Thing' video. The video itself is pitched so perfectly that you can't help thinking that the EC drafted in Chris Morris or Sacha Baron Cohen to write and direct it. From the fixation on make up, to the music video styling, it's jaw droppingly awful. You watch it thinking, 'is this for real?'

Whilst I don't think it will attract any more women into the lab, I don't think it will put anyone off either. Women - and men - are more media savvy these days; they won't be swayed by this nonsense, and will recognise that it has nothing to do with real science.

Let's look on the bright side: it has, for better or worse, highlighted the issue of the gender imbalance in the lab. For a bit of Friday light relief, take a couple of minutes to watch it yourself: