Genius or Missing the umm.. Target?

I've been seeing the Clearblue Easy Digital pregnancy test commercial for some time now... The one with the man's deep voice and a pregnancy test against a dark background. The commercial is void of both echoic and iconic messages that would appeal to women. Trying to get pregnant, finding out and actually being pregnant creates a very emotional roller coaster for the majority of women in this situation - so why has Clearblue avoided all emotional and visual elements that women would respond to?

Their competition uses a woman spokesperson, charts and graphs and lots of pink with the plea of "waiting 9 months for a baby is long enough" - find out if you're pregnant 5 days earlier with our test. Any woman that has waited to find out if she is pregnant or now knows that those few days before a missed period can be an eternity! And finding out 5 days early would be a miracle.
Perusing the birth boards on a few maternity websites -you'll find women that test everyday for 2 weeks and continue testing after they get a positive result - just to make sure (again and again). My own husband, with one of my pregnancies - before I had taken a test said - "Shouldn't we wait a few weeks, won't it be more accurate?" A bit annoyed I told him "Why don't we just wait 9 months and see if a baby pops out?"

So what is up with Clearblue easy? Are they totally missing their target w/ their ad? Or... do they have a completely unsuspecting target in mind?

While I don't know their designated target (maybe it's really butch pregnant women?) I think this ad is perfectly targeted to men! What a great idea. I'm sure they've done their research -- but I wonder how many husbands, boyfriends or umm.. one night stands get a phone call with instructions to pick up a pregnancy test. Probably more than a handful. Which test do you think a guy would want to walk to the register with? A flaming pink box or a nice non-descript blue? And while they are at it -- why wouldn't they want the test with all the bells and whistles and a great big screen that actually says "Pregnant" or "Not Pregnant"?

On one of those birth boards, I read a story about a woman who took a number of tests, resulting in a positive response - though faint, as she was taking the test early. Her husband didn't believe the results - because of the faint line - so she went and bought the digital version - and he was sold as soon as he saw that digital "pregnant" flash on the screen.

I think Clearblue Easy is on to something here... I'm just curious to see if, and how, other feminine products start marketing to those men "lucky" enough to have the task of picking up embarrassing products for their significant other - one can only imagine...