If I didn't know this commercial was for Marie Stopes, the reproductive health and abortion clinic, then I would assume it was for a pro-life organization trying to lure unsuspecting women into so-called options counseling only to vilify abortion. What is supposed to be a "clear, nonjudgmental" ad is vague and gratuitously emotional.
Watching distraught-looking women with a lamenting background piano and text saying, "Jenny Evans is late" may be nonjudgmental, but it is neither clear nor informative. Maybe the word "abortion" is as taboo as "tampon" is in the US, but in March, when the UK loosened its advertising laws, the BBC said advertisements for abortion providers would have to be clear that abortions were part of their repertoires. And at Marie Stopes they most definitely are.
Should Marie Stopes get the benefit of the doubt? Maybe the ad's vagueness is to ensure the commercial aired? Or, is the ad so vague it's useless?