That’s Nice: Saatchi & Saatchi’s Pregnant Man Nativity

That’s Nice: Saatchi & Saatchi’s Pregnant Man Nativity

Over the Christmas period, advertising giant Saatchi & Saatchi brought the world a rather unique twist on the Christmas Nativity story. 

Displayed in their London studio windows, the scene consisted of a pregnant man riding on a donkey, and just in case you were wondering, we rather like it. The scene references Saatchi & Saatchi’s ‘pregnant man’ poster, which was created as part of a campaign for the Health Education Council back in 1970 to promote family planning. The hugely successful campaign gave Saatchi a huge foot-up into the world of advertising through the massive editorial coverage the ad received, as well as being awarded the Yellow Pencil at the 1970 D&AD Awards (yes they do go back that far!). The photographer in the original poster was Alan Brooking. (Ref - Creative Review)

I'm sure the reference will upset some, but for us it's nothing more than an amusing reminder of a powerful campaign 40 years ago which may not have changed the world, but did without a doubt change the fortune and future of Saatchi & Saatchi. Although it’s likely that Saatchi don’t realise how much the true Nativity story did actually change the world.

The window was designed by junior creative team Anna Brailey and Ollie Jarrott. Figures sculpted by Holly McCulloch

  • Top image: Creative Review
  • Second image: Saatchi & Saatchi
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