A couple of slides back it says, "No-one wants to spend time reading ads."

This ad seemingly contradicts that statement.

Except it reads like a story, not an ad.

And in the magazines selected to run this ad, it was just the sort of story women wanted to read.

It struck a chord.

Not only did they read it, quite a few women wrote into the magazine, thanking them for running such an honest message about motherhood.