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An Artist Reversed The Gender Roles In Sexist Vintage Ads To Point Out How Absurd They Really Are

"Show him it's a woman's world."

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Eli Rezkallah is a 31-year-old visual artist/photographer who recently created a photo series entitled, "In a Parallel Universe" that reimagines sexist ads from the mid-20th century with the gender roles reversed.

Hardee's, Eli Rezkallah

The ads feature situations like burning dinner...

Schlitz, Eli Rezkallah

In an ad for beer.

...serving...

Van Heusen, Eli Rezkallah

In an ad for ties.

...to literally, spanking.

Chase & Sanborn, Eli Rezkallah

In an ad for coffee.

Speaking with BuzzFeed, Rezkallah explained the origin story of his project,

Last Thanksgiving, I was visiting my family in New Jersey and I overheard my uncles talk about how women are better off cooking, taking care of the kitchen, and fulfilling “their womanly duties.” Although I know that not all men like my uncles think that way I was surprised to learn that some still do.

He continued, "These ads were made in the '50s and it felt at that moment that their essence is still present in the folds of today's modern social fabric."

Lux, Eli Rezkallah

"So, I went on to imagine a parallel universe, where roles are inverted and men are given a taste of their own sexist poison."

Mr Leggs, Eli Rezkallah

An ad for slacks.

An ad for nylon material.
Chemstrand Nylon, Eli Rezkallah

An ad for nylon material.

And what does the talented Lebanon-based artist hope audiences will take away from this?

I hope that people who are stuck in stereotypical gender roles imposed by patriarchal societies will be able to visually see the cracks in the limitation that those roles carry through this project.

Alcoa Aluminium, Eli Rezkallah

To see more from the "In a Parallel Universe" series and other work by Rezkallah check out his website elirezkallah.com or follow him on Instagram!

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