Saatchi & Saatchi's "Pregnant Man" ad is a timeless classic -- and that's unfortunate.
The iconic image of a man clutching a baby bump has been reused several times since it was created in 1970 for the U.K.'s Health Education Council, alongside the words "Would you be more careful if it was you that got pregnant? But the agency's latest revamp of the work, highlighting the 50 year anniversary of the initial Roe vs Wade ruling, uses it to make the point that matters are getting worse, not better, when it comes to women's rights over their bodies.
Last August, when Roe v Wade was overturned, Saatchi used the image to impose the face of US Supreme Court Justice Samuel Alito onto the pregnant man. Now, the agency has gone a step further. The latest use of the creative depicts all the male judges who sat on the Supreme Court that overturned Roe v. Wade --Clarence Thomas, Brett Kavanaugh and Neil Gorsuch -- with Justice Alito front and center.
The copy reads: “50 years of men making decisions about women's bodies," and then follows up with the message: "50 years ago women were given a choice. 50 years later, women don't have that choice.” The creative is appearing on Saatchi's Instagram, LinkedIn and Twitter accounts.
“50 years would usually be a milestone to celebrate, but instead, we commiserate with all the women in the United States whose bodies have, once again, been ruled to be outside their sphere of autonomy,” said Franki Goodwin, chief creative officer at Saatchi & Saatchi, in a statement. “The Supreme Court has only appointed four female judges in the past 50 years, and the 1973 ruling was made by an entirely male court - and as such, the question of how men would behave, think or even vote if they were the ones who got pregnant is a conversation that is unfortunately as relevant now as it was five decades ago. We will continue to lend historic Saatchi creative to highlight this until change ensues.”