Visual artist and photographer Eli Rezkallah has turned the tables on some of the most nauseatingly-sexist (and 100% real) midcentury ads in his latest project, In a parallel universe.
Last Thanksgiving, 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 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. “In a parallel universe” is a series of fictional images, recreated from real ads in the mad men era, that question modern day sexism: showing it through a humorous light to spark a conversation through role play – a conversation that we need to have, uncles.
Click on each image to enlarge and take note of the cat litter scooper used in place of a plastic kids shovel in one of the Leggs’ ads!:
photos by Eli Rezkallah, used with permission