The photographer heard his uncles talking about how women should stay in the established and patriarchal gender roles and was inspired to break the stereotypes.
The visuals of gender roles on popular media like newspapers and TV in the 1950s can make any woman angry. Problematic issues like domestic violence, to women being bound to the house, was normalized back then. But, the problem is in thinking that it only happened decades ago and doesn’t happen anymore.
Eli Rezkallah, a photographer and video editor from Beirut, Lebanon, overheard his uncles indulging in a similar conversation and knew that such archaic thoughts were not dead. So, he reimagined those ads from yesteryears and switched the genders showing men in the same position as the women in the 1950s and women in men’s positions. And the visuals, that were offensive before, are eye-opening and awakening now.
“Last Thanksgiving, I overheard my uncles talk about how women are better off cooking, taking care of the kitchen, and fulfilling 'their womanly duties',” Rezkallah writes on his website. “Although I know that not all men are like my uncles and think that way, I was surprised to learn that some still do, so I went on to imagine a parallel universe, where roles are inverted and men are given a taste of their own sexist poison.”
He created a series called In A Parallel Universe inspired by the older ads and shows a world where women rule.
In this world, men are subservient to women, catering to their whims and needs while women get to lay back and relax. Here are the recreated ads that will blow your mind off.