He reinterprets sexist ads by reversing the roles and the result is enjoyable

With our look at 2021, we all roll our eyes to the sky while watching some advertisements from yesterday, but also today. What they have in common: they sense the sexism and over-representation of heteronormous couples from miles away. The wife is in the kitchen or vacuuming. The husband is sitting on the sofa, beer in hand. Gender stereotypes that tire so much they are stubborn …

I imagined a parallel universe, where the roles would be reversed and where men would taste their own sexist poison.

This is why the photographer Eli Rezkallah decided to reverse the roles in the advertisements, just to put the dots on the i’s. In his series of photographs “In a parallel universe”, the artist plays with gender stereotypes and it’s enjoyable to watch. What if it was the men who were subjected to the sexist mores of our patriarchal society?

On his Instagram account, Eli Rezkallah explained: “Last Thanksgiving, I overheard my uncles talking about how women fare better cooking, taking care of the kitchen and doing ‘their female chores.’ Although I know all of them men don’t think that way, I was surprised to learn that some still do, so I envisioned a parallel universe, where the tables would be turned and men would taste their own sexist poison. ‘In one parallel universe ‘is a series of fictional images, recreated from real-life advertisements in the era of male madness that challenge modern sexism: showing it with a humorous twist to spark conversation through role-playing games … A conversation we must have, dear uncles. “

Find Eli Rezkallah’s work on his Instagram account and on its official website.