The image of a perfect woman in the 1950s is familiar to all of us – a diligent wife, slaving around the house all day, preparing delicious meals for her hardworking husband, taking care of the children, and all that with a smile, of course. This image was reflected a lot in the ads of that era too. Inspired by them, photographer and video editor from Beirut, Lebanon, Eli Rezkallah created a series called “In A Parallel Universe” where he switched up the gender roles portrayed in those ads to reveal the absurdity of such stereotypes with humor.

“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.”

Scroll down to see these funny recreations of old-school ads for yourself!

More info: elirezkallah.com

#1

60's Ads

Eli Rezkalla Report

Ladies and Gentlemen
Community Member
2 years ago

That really is one Sexist-Ad! jeez.

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#2

60's Ads

Eli Rezkalla Report

Petra Christovová
Community Member
2 years ago

Wow. This one is especially disgusting.

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#3

60's Ads

Eli Rezkalla Report

Daniel (ShadowDrakken)
Community Member
2 years ago

Eh, this one is pretty demeaning both ways. Not cool in either case.

Dave Roger
Community Member
2 years ago

That's the point. This is how women were treated for ages. And still are by many people.

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Matthew Hyder
Community Member
2 years ago

Damn, this is straight up dystopian, LOL. XD How did people get this misogynist back then? o.o Geez. :p

Mishte Tine
Community Member
2 years ago

The positioning of the woman in the illustration (especially how low her head is) is hardly accidental. In the modern photo, the man's head is in a more normal position for simply serving breakfast, albeit demeaning.

Tiina Lehtineva
Community Member
2 years ago

I'm just super shocked, that these adds actually existed.... OMG ..... What am I looking at???

Troy Coulombe
Community Member
2 years ago

it's still actually worst for the woman... her face is level with the table...he's still above it...also he's looking over her (past her)...while the alpha-female looks at him

Jiří Voborský
Community Member
2 years ago

Funny, how the man in the old ad seems genuinely happy, and the woman feels very submissive, while on the new add, the woman doesn't seem as content and the man manages to keep his back straight even then.

Merijo Dietrich
Community Member
2 years ago

why are either wearing a tie in bed? the temptation to choke them would be to great.

Kimai Rosy
Community Member
2 years ago

Nah if she's bowing her head he should have done the same. otherwise it's not a real reversal because bowing your head is considered a sign of submission and that is the center focus of the first one a serving a man and servants aren't supposed to raise their head or make eye contact unless told to.

Mari Louw
Community Member
2 years ago

Point made

Isa TraBu
Community Member
2 years ago

For starters I would never buy any brand that used to denigrate women in the 50s and 60s. Van Heusen, you are so wrong.

Shelby
Community Member
1 year ago

I think you all are missing the most important point. Who the flying funk gets dressed, tie and all, then gets back in bed under the covers to wait for someone to bring them breakfast?

Rebecca-Brianna Wooldridge
Community Member
2 years ago

That's hot. :p

kuikkaP
Community Member
2 years ago

This is sick making!

Aðalheiður Flosadóttir
Community Member
2 years ago

The later one would be better if they had the same Super happy face as the old add..

Вера Деме
Community Member
2 years ago

I am just loving it! It is nice to turn roles. :)

Dan Holman
Community Member
2 years ago

Why in the old version are both smiling and in the new version neither are smiling. :(

Lynn Moore
Community Member
2 years ago

On her knees Yet! Another subliminal message to men

David Carbone
Community Member
2 years ago

Thats crazy. Who lays in bed in a suit?

Isabelle Herbert
Community Member
2 years ago

I just want to know why they are wearing ties in bed! (Handy for a quick bout of post-breakfast bondage I suppose?)

Loretta D la Spriella
Community Member
2 years ago

Eeeeeghh.... gross lol.. this is gross

kris t
Community Member
2 years ago

FLR

Chyppa Homer
Community Member
2 years ago

Who the hell has ever worn a tie to bed ? Except Barney Stinson I mean. But that`s a whole other matter, since he was Legen -wait for it- dary. Also, check out the expressions. Man in bed : "This is the life !" . Woman in bed : "That`s it, crawl, you little shit, crawl !" XD

Sarah Figini
Community Member
2 years ago

i do appreciate a man that wears a suit and tie in bed though. gives an air of "Im here to do some important business, little lady"

OWLbystarlight
Community Member
2 years ago

Those ties are butt-ugly too.

Craig Reynolds
Community Member
2 years ago

Artist is an idiot. When the original tie ad aired the CD/DVC had not been invented yet. It hadn't even been thought up yet. Oh and I'm pretty sure there was no stainless steel dish-ware either.

Jordan Fire Star
Community Member
2 years ago

In the 1950s woman didn't work, only men worked. Woman cooked because they had to have some responsibility, if men didn't work and woman worked only I would expect men to do their job and cook food and stuff like that, its basic logic. Feminists want no responsiblity and to have the man to do everything for them.

M O'Connell
Community Member
2 years ago

The one on the right is far more realistic.

Tammy Groves
Community Member
2 years ago

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the woman looks better by her shape in the silk robe....DOI

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#4

60's Ads

Eli Rezkalla Report

Alia Gail
Community Member
2 years ago

just noticed the guy is a cow lol

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#5

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David Toh
Community Member
2 years ago

Nice touch to have the man wear tight clothes.

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#6

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Kjorn
Community Member
2 years ago

either way it's not ok. but people seem to be ok when the role are reverse and it's the men who are in that situation. people find it funny.

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#7

60's Ads

Eli Rezkalla Report

Ladies and Gentlemen
Community Member
2 years ago

Damn, these are really sexist ads. I had never seen them. Glad to see things changed for good.

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#8

60's Ads

Eli Rezkalla Report

Anouk
Community Member
2 years ago

She's holding a pooper scooper....bwahahaha!

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#9

60's Ads

Eli Rezkalla Report

Michael Vickery
Community Member
2 years ago

Who uses 750 dishes a month? That's 25 a day.

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#10

60's Ads

Eli Rezkalla Report

Lynda Touart
Community Member
2 years ago

Erm, those are tights, not leotards.

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