Bahahahah! I took me a second but then I saw it.
According to WomansDay.com,
"The ad, by the Dutch company Predictor, is for an early pregnancy detection kit. But if you look at the ad's image, featuring two very excited parents-to-be, well … it looks like "early detection" has gone to the wayside, no? The expectant mom appears to have been expecting for at least a few months, which means it might be a little late for that level of shock. The ad's tag line is "When you need to know." What it really should be, taking the pregnant lady into account, is "If you're reading this, it's too late."