Saatchi's iconic 'Pregnant Man' ad updated in wake of Roe v. Wade

U.S. Supreme Court Justice Samuel Alito is now the face of the famous classic ad

Published On
Aug 01, 2022

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One of the most iconic ads of the 1970s, Saatchi & Saatchi's "Pregnant Man," got a 2022 update in the wake of the overturning of Roe v. Wade. 

The campaign, created in 1970 for the U.K.'s Health Education Council, famously shows a man with a pregnancy bump alongside the words "Would you be more careful if it was you that got pregnant?" The idea was to challenge men to take responsibility for casual sex and think about contraception. 

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Saatchi's creatives have remade the ad for a new era, with the face of U.S. Supreme Court Justice Samuel Alito, who has a long track record of opposing abortion rights. The copy now reads: "Would you be more careful with your vote if it was you that got pregnant?"

The London agency is running the image on its social channels in protest of the overturning of Roe v. Wade. “We should be using every platform we have in the U.K. to show support for women’s rights as they are rolled back in the U.S.," commented Saatchi & Saatchi chief creative officer Franki Goodwin, in a statement. "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.” 


Aug 01, 2022
Agency :
Saatchi & Saatchi-London

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