Who Shot The Pregnant Man?

Advertising's creative revolution - what really happened.

With this new book, Alan Brooking offers the first ever eyewitness account of London's Golden Era.

The Pregnant Man is undoubtedly one of advertising's most iconic images. But what's the story behind it? Why was it so controversial? And why is it representative of advertising's golden era? As one of the first Art Directors to join the fabled Collett Dickenson Pearce agency, Alan Brooking was at the forefront of the creative revolution in Britain. A revolution that swept aside the old-fashioned Mad Men era prevailing since the 1940s.

He describes how the agency's enlightened approach set the advertising world alight, debunking the common misconception that CDP was simply imitating New York’s legendary Doyle Dane Bernbach.

As his own career takes off, so do the 1960s and Alan is soon travelling the world, commissioning young gun photographers Duffy and Donovan, John Cowan and Elliott Erwitt.    

When after 5 years he quits art direction to set up as a photographer in his own right, assignments for big name brands follow—from among others, Alan Waldie, Paul Arden, Trevor Beattie and Tony Kaye.  In revealing the inside stories behind many fascinating sessions, we learn what inspired him to capture some of advertising’s most enduring images. And why his intriguing portrait of a bewildered pregnant man is still engaging audiences almost half a century later.