Shauna Lewis
Jan 24, 2023

Saatchi & Saatchi unveils new twist on 'Pregnant man' ad for anniversary of Roe vs Wade

This is the second time the agency has brought back the famous ad.

Saatchi & Saatchi unveils new twist on 'Pregnant man' ad for anniversary of Roe vs Wade

Saatchi & Saatchi has recreated its "Pregnant man" ad on the 50th anniversary of Roe vs Wade.

It follows the classic ad being brought back last year, following the decision to overturn Roe vs Wade (a landmark decision that made abortion legal) in the US Supreme Court.

The agency originally created the work, which placed a male head on a pregnant body, for the Health Education Council in 1970, with the line “Would you be more careful if it was you that got pregnant?”.

In August last year, the work was changed and brought back in response to comments by US Supreme Court Justice Samuel Alito, a long-term opposer of abortion rights.

On the 50th anniversary of the 1973 ruling, the agency has recreated its work once more.

This time, the work is entitled “50 years of men making decisions over women’s bodies”. 

The heads of Clarence Thomas, Neil M Gorsuch, Samuel Alito, John G Roberts and Brett M Kavanaugh – the judges who sat on the Supreme Court that overturned Roe vs Wade – have been added to the pregnant bodies.

Franki Goodwin, chief creative officer at Saatchi & Saatchi, said the agency will continue to “lend historic Saatchi creative” until there is change, and added: “Fifty 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. 

“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."

 
 

 

Source:
Campaign US

Related Articles

Just Published

1 hour ago

40 Under 40 2024: Hajar Yusof, Naga DDB Tribal

Hajar’s initiatives reflect her commitment to innovation, diversity, and leaving a lasting legacy in the industry.

1 hour ago

Moo Deng says hands off unless you’ve washed up

Lifebuoy’s new campaign introduces a fresh face in hand hygiene, pairing AI with playful reminders to help keep those paws—er, hands—clean.

2 hours ago

The CMO's MO: Hyatt's APAC marketer on the power of ...

"Focus means saying no to 100 good ideas and saying yes to the great ones." Hyatt’s Tammy Ng shares how lessons from Steve Jobs and James Dyson are guiding her approach to personalising guest experiences.

3 hours ago

Trump’s victory isn’t just America’s crisis—it’s a ...

Make no mistake—2024’s US election was a calculated exercise in marketing from beginning to end, revealing a striking alignment with the very principles that drive our industry.