Why?

(click ads, via) Brazilian internet service provider iG (Internet Group) has revamped their women's website, Delas. To promote it, their São Paulo ad agency Lew'Lara TBWA created these Alberta Einstein, Charlene Chaplin, Ghandina, and She Guevara poster ads. I guess they're somewhat empowering, in an insulting, backhanded, male-focused way. The writer and art director on the campaign: both men. From the press notes: "The channel is one of the main websites of Brazil focused on the female public. The print campaign brings great male historic characters such as Che Guevara and Albert Einstein as women, suggesting that they could pretty much have been female characters."
Pretty much. Previously in marketing to women.