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Minutes it takes for an at-home pregnancy test to develop. How long did it seem to James Madsen? “Forever. This would drive anyone nuts,” he says. The art director at The Neiman Group in Harrisburg, Pa., had to pee on the stick at the behest of his creative director, Buffy McCoy-Kelly, as part of the apparently exhaustive research that the team did for a series of ads for the Pennsylvania Department of Health.

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