Clearblue is a brand of pregnancy tests. This ad is created to depict the uncertainty of woman who are possibly pregnant and want an answer. This uncertainty is presented by the one symbol that represents the uncertainty and the big question together, the question mark. The question mark is turned upside down to represent this uncertainty and thus creating the image of a pregnant belly. With one image the uncertainty (the question mark) is presented as well as the brand promise of Clearblue (the answer to the uncertainty) by predicting the pregnancy.
Creative: Nick van Beijnen