Photographer Eli Rezkallah from Lebanon was inspired to reshoot ads from the ‘40s, ‘50s, and ‘60s after overhearing his relatives’ conversation about how women need to be better at cleaning and cooking. He decided to take gender-stereotypical adverts from these times and switch the roles to prove a point.
The 31-year-old creative says he is aware that “not all men think like my relatives do, but I was surprised that such views still exist. That’s why I created this project where they can taste their own sexist poison.” Here are some of the popular commercials he worked on;
Van Heusen ties
The copy on the poster boldly reads, “Show her, it’s a man’s world,” with a man in bed and wearing a Van Heusen necktie. A woman — likely his wife, kneels beside him as she presents him with what seems like breakfast in bed. Eli simply swaps the roles to depict how ridiculous that was.
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Chase and Sanborn coffee
This ridiculous ‘50s ad shows a husband striking his wife on the buttocks for “not store-testing for fresher coffee.” Chase and Sanborn were, and still is, a popular coffee brand in the US since 1864 and were arguably the first to serve them roasted in a sealed tin.
Schlitz beer
A wife is in tears in the aftermath of ruining dinner, but is reassured by her husband as he holds her close to him and says, “Don’t worry, darling, you didn’t burn the beer!” Seems like she was going to be in a lot of trouble if she did.
Hardee’s fast food restaurant chain
This promotional video was straight-up sexist, and the copy did not seek to mince words. “Women don’t leave the kitchen!” it reads. “We all know a woman’s place is in the home, cooking a man a delicious meal. But if you are still enjoying the bachelor’s life and don’t have a little miss waiting on you, then come down to Hardee’s for something sloppy and hastily prepared.”
Mr. Leggs pants
A man wearing Mr. Legg’s pants had his leg on his tiger print carpet — more like his wife’s head as it was right under his heel. The copy stated that it was “nice to have a girl around the house.”
Chemstrand Nylon tights
The company advertised nylon tights to women in the ‘40s alongside the potential of getting groped by a man, as you could see a masculine hand reaching to feel the piece of clothing.
Lux detergent
Lux detergent promised to help women “get out of the kitchen faster” with quicker dishwashing and stain-removing powder. Instead of the woman in the poster doing the dishes, Eli made it a man in an apron taking on the chore.
Hoover vacuum cleaners
What better thing to gift your wife for Christmas than a Hoover vacuum cleaner? “Christmas morning, she’ll be happier with a hoover,” the poster boldly stated. Eli decided a vacuum set would be a perfect present for husbands, too.
Alcoa Aluminum ketchup
Back then, husbands had to open nearly every jar and bottle top until Alcoa made ketchup bottles with caps that women could open. “You mean a woman can open it?” the ad reads with a red-lipped woman looking surprised, pleased, and grateful about the inclusive invention.
