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Ad of the Day: Saatchi & Saatchi dusts off iconic Pregnant Man ad in Roe v Wade protest

By John Glenday | Reporter

August 1, 2022 | 3 min read

Saatchi & Saatchi has dug deep into its archives to update its famous Pregnant Man messaging for the post-Roe v Wade era.

‘Would you be more careful if it was you that got pregnant?’ caused a ruckus in the 1970s by turning the tables on men in a patriarchal society. Fast forward half a century, and the ad agency hopes lightning will strike twice by encouraging voters to overturn restrictions on abortion in the US.

Switching out the 1970s man for the face of US Supreme Court Justice Samuel Alito, the campaign reimagines the famous strapline with a call to arms for the modern era, asking: ‘Would you be more careful with your vote if it was you that got pregnant?’

Saatchi & Saatchi

Saatchi & Saatchi’s original Pregnant Man ad next to its Roe v Wade update

Saatchi & Saatchi chief creative officer Franki Goodwin said: “We should be using every platform we have in the UK to show support for women’s rights as they are rolled back in the US. We are proud to be able to lend this iconic piece of Saatchi creative to highlight the hypocrisy and the regression of the Supreme Court’s decision.”

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The Roe v Wade ruling has opened up a schism in American society between those who believe the right to an abortion should be enshrined in the constitution and those who do not, and has sparked a debate over the role played by the Supreme Court of the United States in shaping social issues.

Pregnant Man was named by Publicis Groupe chief executive Maurice Lévy as one of his favorite campaigns.

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