<p>The negative effects of gender stereotypes have led many communication professionals to adopt strategies aimed at challenging them. One of these is counter-stereotypical advertising (CSA), based on representing men and women in non-traditional gender roles. However, little is still known about the actual effects of CSA and whether it truly leads to the intended outcomes. This study aims to examine these effects by focusing on CSA portraying men in domestic roles. In a two-wave repeated-measures experimental study (<i>N</i> = 254), we examined how different types of domestic CSA affected people’s views about traditional gender roles. Participants were divided in three groups and exposed to different types of ads: CSA showing only men domestic roles, CSA showing men in domestic roles and women in counter-stereotypical roles, or control ads. Results showed that women who saw ads with counter-stereotypical roles became less traditional in their gender role beliefs, compared to women in the control group. However, men who saw the same counter-stereotypical role ads became more traditional in their views, showing a “backfire” effect. These findings suggest that CSA can have different effects depending on the audience, which is important for creating effective campaigns that promote gender equality. Practitioners in advertising, education, organizational management, and social policy should consider these differences when designing messages aimed at challenging traditional gender norms.</p>