IN A PARALLEL UNIVERSE

Photography and concept by Eli Rezkallah

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.

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 like my uncles 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.
— Eli Rezkallah
Brand: Alcoa Aluminium, Origin: USA, Decade: 1950s, Image type: Magazine Advert

Brand: Alcoa Aluminium, Origin: USA, Decade: 1950s, Image type: Magazine Advert

Original ad: Brand: Chase and Sanborn, Origin: USA, Decade: 1950s, Image type: Magazine Advert  

Original ad: Brand: Chase and Sanborn, Origin: USA, Decade: 1950s, Image type: Magazine Advert

 

Brand: Lux, Origin: USA, Year: 19656, Image type: Magazine Advert

Brand: Lux, Origin: USA, Year: 19656, Image type: Magazine Advert

Brand: Hardee's, Origin: USA, Decade: 1940s, Image type: Magazine Advert

Brand: Hardee's, Origin: USA, Decade: 1940s, Image type: Magazine Advert

Brand: Schlitz, Origin: USA, Decade: 1940s, Image type: Magazine Advert

Brand: Schlitz, Origin: USA, Decade: 1940s, Image type: Magazine Advert

Brand: Mr Leggs, Origin: USA, Year: 1962, Image type: Magazine Advert

Brand: Mr Leggs, Origin: USA, Year: 1962, Image type: Magazine Advert

Brand: Van Heusen, Origin: USA, Decade: 1940s, Image type: Magazine Advert

Brand: Van Heusen, Origin: USA, Decade: 1940s, Image type: Magazine Advert

Brand: Hoover, Origin: USA, Decade: 1950s, Image type: Magazine Advert

Brand: Hoover, Origin: USA, Decade: 1950s, Image type: Magazine Advert

Brand: Chemstrand Nylon, Origin: USA, Decade: 1940s, Image type: Magazine Advert 

Brand: Chemstrand Nylon, Origin: USA, Decade: 1940s, Image type: Magazine Advert 

Brand: Mr Leggs, Origin: USA, Year: 1962, Image type: Magazine Advert

Brand: Mr Leggs, Origin: USA, Year: 1962, Image type: Magazine Advert