ARCHIVESIRIA - Médicos del Mundo | Clapboard Ad Archive
SIRIA, the 2017 campaign from Médicos del Mundo and La Despensa, stands as a finely tuned...
Tempo Reframes Pregnancy Discovery as a Shared Male Experience
Tempo's "Pregnancy Test For Men – The Prototype" is a 2017 experiential advertising campaign created by BBDO Italy that introduced a redesigned pregnancy test intended for simultaneous use by male partners, reframing pregnancy discovery as a shared emotional experience rather than a solitary female one.
The campaign launched in Italy in April 2017, developed by the agency then operating under the dual identity of DLV BBDO for the Essity-owned tissue and personal care brand Tempo. The central premise was direct: a physical prototype of a pregnancy test redesigned so that both partners could participate in the moment of discovery together. Rather than a mass-media product launch, the activation took the form of an experiential campaign — a medium that positioned the prototype as a conversation-starting device rather than a retail-ready product. In Italy, where health and family milestones carry deep cultural resonance, the campaign occupied a space at the intersection of product innovation and emotional narrative.
Tempo's creative direction in 2017 did not emerge in isolation. The campaign followed directly from "Proposal," a digital health campaign produced by BBDO Milan for Tempo in April 2016, establishing a year-on-year creative lineage built around emotionally significant life events. The 2017 work extended that emotional direction into experiential territory, using a tangible prototype to embody its argument. The Clapboard Score for "Pregnancy Test For Men – The Prototype" is 69 out of 100, reflecting the campaign's structural originality and clear strategic intent within the healthcare and health industry category.
Only 28% of women discover they are pregnant in the presence of their partners, according to data cited in BBDO's strategic rationale for the campaign as reported by LBBonline. That single statistic — meaning 72% of women experience that moment entirely alone — became the foundation on which the entire experiential concept was constructed. By naming a gap between the emotional significance of the moment and the reality of how it is typically experienced, BBDO identified a genuine consumer insight rather than a manufactured brand occasion.
In Italy, the healthcare and personal care diagnostics category was well-served by established international competitors. Clearblue and First Response represented the most visible premium international brands in the at-home pregnancy-test segment, according to market research documented by GlobeNewsWire. Both competitors operated through conventional retail and media channels, addressing the woman as the sole user and decision-maker. Tempo's prototype concept disrupted that established category convention by repositioning the product as a shared instrument — one designed for two simultaneous users rather than one.
The broader home-diagnostics market provides useful context for the campaign's commercial environment. According to GlobeNewsWire, the global home-diagnostics market stood at approximately US$4.78 billion in 2017, with urine-based testing accounting for approximately 38.72% of that revenue. These figures reflect the global scale of the category in which Tempo was competing, though no Italy-specific or pregnancy-test-specific market share data is publicly available. Within that context, Tempo's decision to pursue an experiential healthcare campaign rather than conventional media spend represented a deliberate strategic choice to seek cultural impact over share-of-voice tonnage.
The creative execution of "Pregnancy Test For Men – The Prototype" rested on a physical object: a redesigned pregnancy test built to accommodate simultaneous use by both partners. The prototype itself was the creative medium, collapsing the distance between product concept and emotional demonstration into a single tangible artifact. This approach gave the experiential campaign a concrete anchor that a purely digital or film-based execution could not have provided.
Executive creative directors Federico Pepe and Stefania Siani led the creative work at BBDO Italy, with creative directors Michele Picci and Andrea Jaccarino responsible for the campaign's concept and execution. Strategic planning was led by Alessandro Mese, while Nicola Guarino held responsibility for digital integration and social media, and Carlo Crudele served as social media strategist. The presence of a named digital and social layer within the production credits signals that the experiential activation was designed from the outset to generate shareable content, extending its reach beyond the immediate physical event.
The campaign used celebrities, influencers, and members of the public as participants in the activation, as reported by LBBonline, giving the prototype real-world credibility and generating authentic emotional responses that could be documented and distributed. The narrative structure of the activation — real couples, a genuine discovery moment, a redesigned tool — created conditions for unscripted emotional content, which is among the most difficult creative outcomes to engineer and the most effective at generating organic engagement. The creative team's decision to frame the prototype as a genuine design concept rather than a fictional prop gave the campaign its central persuasive force.
No verified sales lift, market-share change, reach, conversion, or brand-tracking data for "Pregnancy Test For Men – The Prototype" is publicly available, according to Clapboard's editorial review. The campaign's measurable impact in Italy's healthcare advertising market cannot be independently confirmed through published sources. What can be assessed is the campaign's performance within the awards circuit, which provides a partial proxy for industry recognition of its creative effectiveness.
A BBDO creative executive's professional biography references a Clio Award win associated with the prototype, though the award category, level, and year are not specified. Separately, a LinkedIn professional profile lists 2017 ADCI Gold, Silver, and Bronze awards for "Tempo — The pregnancy test for men," though this source is not independently verifiable. The ADCI — the Italian Art Directors Club — represents one of the country's most prominent creative industry juries, and recognition at that level within Italy's health industry advertising landscape would be consistent with the structural ambition of the campaign.
From a structural effectiveness standpoint, the campaign demonstrates several characteristics associated with high-performing experiential healthcare work: a precise human insight, a tangible creative device, a documented emotional response, and a social amplification layer built into the production plan. The Clapboard Score of 69 out of 100 reflects these strengths while acknowledging the absence of verifiable commercial metrics and the inherent limitations of a prototype-stage activation in demonstrating category-level business impact.
Tempo's "Pregnancy Test For Men – The Prototype" is a 2017 experiential advertising campaign by BBDO Italy. It introduced a redesigned pregnancy test allowing both partners to participate in the discovery moment simultaneously, addressing the insight that 72% of women find out they are pregnant without their partner present, according to LBBonline.
BBDO Italy, also identified as DLV BBDO, created the campaign. Executive creative directors Federico Pepe and Stefania Siani led the work, with creative directors Michele Picci and Andrea Jaccarino, strategic planner Alessandro Mese, and digital lead Nicola Guarino among the named production team members, as documented by Clapboard.
A BBDO creative executive's biography references a Clio Award connected to the prototype, though category and level are unspecified. A professional LinkedIn profile lists 2017 ADCI Gold, Silver, and Bronze awards for the campaign, though that listing is not independently verified. No further award documentation is publicly confirmed.
The campaign was built on the finding that only 28% of women discover pregnancy in the presence of their partners, as reported by LBBonline citing BBDO's strategic rationale. This meant 72% experience that moment alone. Tempo used this insight to position a redesigned prototype as a tool for shared couple discovery rather than individual use.
"Pregnancy Test For Men – The Prototype" followed "Proposal," a digital health campaign BBDO Milan created for Tempo in April 2016. The two campaigns form a consecutive creative lineage focused on emotionally significant life events, establishing that the 2017 experiential work was a strategic continuation rather than a standalone stunt, as documented by Clapboard.
Tempo's "Pregnancy Test For Men – The Prototype" holds a Clapboard Score of 69 out of 100. The score reflects the campaign's structural originality, precise human insight, and clear experiential mechanics within the healthcare category, balanced against the absence of publicly verified commercial performance data from the Italy market activation.
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