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.
Photography and concept by Eli Rezkallah
Postproduction Konstantin Klimin
Produced by Plastik Studios 2018
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/ec976e60708939.5a5675a1b7543.jpg)
Original ad: Brand: Chase and Sanborn, Origin: USA, Decade: 1950s, Image type: Magazine Advert
Brand: Alcoa Aluminium, Origin: USA, Decade: 1950s, Image type: Magazine Advert
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/6fd7e960708939.5a5675a1b7aad.jpg)
Brand: Lux, Origin: USA, Year: 19656, Image type: Magazine Advert
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/9784f160708939.5a5675a1b9260.jpg)
Brand: Hardee's, Origin: USA, Decade: 1940s, Image type: Magazine Advert
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/11f24960708939.5a5675a1b8d4c.jpeg)
Brand: Schlitz, Origin: USA, Decade: 1940s, Image type: Magazine Advert
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/656a7560708939.5a5675a1b6e40.jpg)
Brand: Mr Leggs, Origin: USA, Year: 1962, Image type: Magazine Advert
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/4313a860708939.5a5675a1b8982.jpg)
Brand: Van Heusen, Origin: USA, Decade: 1940s, Image type: Magazine Advert
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/a0dc0d60708939.5a5675a1b8574.jpg)
Brand: Hoover, Origin: USA, Decade: 1950s, Image type: Magazine Advert
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/4225a760708939.5a5675a1b7e87.jpg)
Brand: Chemstrand Nylon, Origin: USA, Decade: 1940s, Image type: Magazine Advert
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/cfe9cc60708939.5a5675a1b676c.jpg)
Brand: Mr Leggs, Origin: USA, Year: 1962, Image type: Magazine Advert