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
3 years ago

That really is one Sexist-Ad! jeez.

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#2

60's Ads

Eli Rezkalla Report

Petra Christovová
Community Member
3 years ago

Wow. This one is especially disgusting.

Varona Ciornaya
Community Member
3 years ago

Should have had a bearded lumberjack dressed in tight jeans, as they walk around today and say they don’t weAr a beard because it’s cool

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Penpinapplepen
Community Member
3 years ago

Nobody likes you John Smith

Sarah Birrelle
Community Member
3 years ago

John smith: said from ur moms basement

Aunt Chloe
Community Member
3 years ago

Of course man can open it. It's a bottle not a purse.

Mariana Herrera
Community Member
3 years ago

Men can open purses. Bras, on the other hand...

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Magpie
Community Member
3 years ago

PS. just wrap a rubber band around the lid.

Trisha Dragon
Community Member
3 years ago

This is a good idea but I can't remember the last time I purchased a rubber band... If there is one in my house I wouldn't know where to look.

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Banana Chan
Community Member
3 years ago

His expression says it all

Troy Currie
Community Member
3 years ago

There are some manly gay men and then there are some like this guy who might not be able to open a bottle of ketchup.

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Daniel (ShadowDrakken)
Community Member
3 years ago

Huh? How did anyone even think this made any sense in the first place?

Linda Gulley
Community Member
3 years ago

I can open jars that strong men, like my husband, cannot.

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Black Dahlia
Community Member
3 years ago

Man has less risk of breaking nail.

Sancha Fung
Community Member
3 years ago

That's mean. Underestimating the powers of women

Jordan Fire Star
Community Member
3 years ago

Grow a sence of humor

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Ian Langille
Community Member
3 years ago

Fuck I hate those old style ketchup bottles. How did they not think of the "upside down"

Ian Langille
Community Member
3 years ago

Style of bottle right from the beginning?

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Rcatheron
Community Member
3 years ago

I actually remember this one.

Andrea Cwhc
Community Member
1 year ago

You mean ANYONE can open it?

Andrea Cwhc
Community Member
1 year ago

You mean ANYONE can open it!

Coat Guy
Community Member
1 year ago

If you ever have a problem with opening a jar (for example jam), use a spoon and put it between the lid and the jar, proceed to use spoon as a lever and the pressure inside the jar should be released!

Joe Sycamore
Community Member
3 years ago

Why on Earth would any man dislike these ads? We're not snowflakes, we don't melt in the heat.

P Webb
Community Member
3 months ago

Neither are we 'wimminfolk.'

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Joe Sycamore
Community Member
3 years ago

Why on Earth would a man dislike these ads? We are not snowflakes and we don't melt in the slightest heat.

Alejandro Suarez
Community Member
3 years ago

They cut the original add.

Lynn Moore
Community Member
3 years ago

Maybe these could also be used as age-ism. A youthful person vs. an older person with arthritic hands. Today there are many helpful tools for those who would have a challenge with this process, say....nerve damage, broken hand, deformed hand, paralysis, etc.

Loretta D la Spriella
Community Member
3 years ago

I have seen that attitude of ancient toward women being fragile also in movies. The worse in classic Mexican cinema from the 40s and 50s

Patrick McKenna
Community Member
3 years ago

they were tying to sell a product. how many times has a woman asked a guy to open a jar of pickles or something? get over it.

Jordan Fire Star
Community Member
3 years ago

Yeah my mom always asks my dad to open a jar of whatever.

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Lex
Community Member
3 years ago

Wow your eyelashes 😱😱

Lonely Dragon
Community Member
3 years ago

It's OLD! What do you think the 40s and 50s were like? Jesus.

M. M
Community Member
3 years ago

exactly

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Danny Root
Community Member
3 years ago

I'm pretty sure the reasoning behind the original ad was to show a woman having long nails can still open it. Not because she's just a woman. At least that's how I perceive it.

Jordan Fire Star
Community Member
3 years ago

Can someone please explain whats sexist about either one of these ads?

Tammy Chapman
Community Member
3 years ago

Why bother explaining it to a sexist idiot.

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Kimai Rosy
Community Member
3 years ago

Nah if we are going to be demeaning to men lets not make them girly caz that is unnatural and therefore ineffective in making them feel the same as a woman would have.

Steve Bowman
Community Member
3 years ago

Yeah, but only a gay man.

Magpie
Community Member
3 years ago

Actually there is sooo much overlap with strength between male / female. That some women are much stronger than some men. It is more person to person if you actually want to know what is going on with strength.

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John Smith
Community Member
3 years ago

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That "man" looks like he just sucked a dick. Pretty sure he can't open it either.

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#3

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Eli Rezkalla Report

Daniel (ShadowDrakken)
Community Member
3 years ago

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

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#4

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Eli Rezkalla Report

Alia Gail
Community Member
3 years ago

just noticed the guy is a cow lol

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#5

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David Toh
Community Member
3 years ago

Nice touch to have the man wear tight clothes.

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#6

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Kjorn
Community Member
3 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

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Eli Rezkalla Report

Ladies and Gentlemen
Community Member
3 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

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Eli Rezkalla Report

Anouk
Community Member
3 years ago

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

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#9

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Michael Vickery
Community Member
3 years ago

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

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#10

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Lynda Touart
Community Member
3 years ago

Erm, those are tights, not leotards.

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