The print ad shows a couple, with an obviously pregnant looking woman, with surprised looks on their faces as they look at a Predictor pregnancy test.
The pot shot people are taking is, the woman is very pregnant, so why is the couple surprised? The reasons, people joke, that could explain the surprise range from the test being negative to breaking wind to the husband not being the dad.
One of the ad company employees that worked on the campaign explained that "Since Predictor is 99.9 percent accurate; you'd rather depend on the test than your belly,"