Swedish Contraception Brand Highlights That There's No Right Way to React to a Pregnancy Test

Spots illustrate joy, disappointment and shock


Society pressures women to react positively to the news of their own pregnancy. Planned or not, the addition of a baby means a substantial life shift amounting to thousands of changes. Yet, women are allotted a small range of emotion in response to this significant change.

In watching a long line of pregnancy test commercials, the possible reactions seem to be excitement, happy tears or a vague shock that one can assume will at least mellow to acceptance.

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