A photographer flipped gender roles in vintage ad campaigns and the results are absurd

Photography Eli Rezkallah, produced by Plastik Studios 2018

An incredible new photo collection, by visual artist Eli Rezkallah, that questions sexism in advertising is turning heads online.

Taking inspiration from a family trip last year, the 31-year-old turned sexist old-school ads upside down in his new project, In A Parallel Universe.

Speaking to indy100, Eli explained how he envisioned the idea:

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.

We may cringe today when looking back at those 1950's campaigns, but the photos are a strong reminder of how far we have come in tackling sexism, and they're a reminder of how much more is left to do.

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