By Scott McClare

If you watched the Super Bowl a few weekends ago, you might have seen the ad for Doritos. It got a lot of attention because in the ad, a pregnant woman chastises her husband for eating Doritos during her ultrasound appointment, only to discover that her unborn child (visible on a monitor) also craves the chips and is reaching for them inside the womb. Though goofy, it was one of the more memorable ads from this year's game.

Apparently, the humour was lost on the folks at NARAL Pro-Choice America, however. They tweeted, after the ad aired:

#NotBuyingIt - that @Doritos ad using #antichoice tactic of humanizing fetuses & sexist tropes of dads as clueless & moms as uptight. #SB50

— NARAL (@NARAL) February 8, 2016

That's an interesting choice of words: "humanizing fetuses." It assumes that a fetus is not human. But if it is not human, what is it? Canine? Porcine? No one can "humanize" the unborn. They are, by virtue of their human parentage, human beings. Humanity is intrinsic to our natures. It's not a title bestowed upon us because we happen to be "wanted" or made it through all nine months of gestation. Therefore, neither is our moral worth determined by these things. We have moral worth because we are human beings, created in the image of God (Genesis 1:27). And it is because we are made in the image of God that taking another human life without justification is evil (Genesis 9:6).

NARAL also calls out stereotypes of "clueless" dads and "uptight" moms. But that invites the question: what are they the mom and dad of? if that fetus ought not to be "humanized"—if it's only a potential human being, and not an actual one—then why call them parents? Are they the human parents of non-human offspring? Of course not. In writing this tweet, NARAL assumes the very thing they are denying: the humanity of the unborn. This is incoherent, even for Twitter—and for NARAL.

It is NARAL and other abortion-rights advocates who commit the error of dehumanizing the unborn. It's easy to see why: if the unborn are not human beings, then no defense of abortion is necessary. On the other hand, if they are human beings, then no defense of abortion is possible. It is the unjust taking of a blameless human life.

Of course, it is the technology used in the Doritos ad that strikes the pro-choice position a mortal blow. Sonograms show what was hidden away for millennia: the visible humanity of the unborn, even inside the womb. The late Bernard Nathanson was once the director of the largest abortion clinic in the U.S. after New York legalized abortion in 1970. In his career as an abortionist, he oversaw more than 60,000 abortions, estimating he performed 5,000 of them himself. Like many abortion activists, he wanted to destigmatize the procedure. However, when he began using then-new ultrasound technology as a tool in his clinic, he saw the effects of abortion in real time. Over time Nathanson was compelled to reconsider his pro-abortion stance, and became a significant pro-life advocate.[1] Ironically, one of Bernard Nathanson's other claims to fame was co-founding NARAL in 1969.

Since Nathanson's time, what was once a relatively minor diagnostic tool has become a major influence on how we view pregnancy and childbirth. The millennial generation, those born after 1980, are significantly more pro-life than their parents. This is at least partly due to advances in technology, such as the widespread use of ultrasound in prenatal care.[2] Sonograms have become commonplace. Millennials have seen ultrasound images passed around by their pregnant friends, or pictures of their as-yet-unborn siblings taped to the fridge as though they were just another baby picture. (They have also seen abortion take away a third of their generation that never got a chance to live.) We can't conclude from this that the pro-life side is winning. But we can say that activist groups like NARAL don't have the option of preaching at us that we shouldn't "humanize" the unborn. We have seen the sonograms, and what they depict is undoubtedly human.

Aside from disputing the propriety of bringing Doritos into an ultrasound appointment, the on-screen couple appears happy to welcome their unborn child into the world. I like to imagine this reflects the real-life joy of the filmmaker, Peter Carstairs: the "beautiful baby" in the ad is played by an actual ultrasound of Carstairs' then-unborn son, Freddie, and given a taste for tortilla chips with a little digital trickery.[3] It's a humorous take on a routine event in the life of an expecting couple.

Compare that to the humourless worldview expressed by NARAL's Twitter complaints. Throughout the Super Bowl, the person using their Twitter account found fault with this or that advertisement for not toeing the line of their particular variety of feminism. For example, in response to an ad in which comedian Kevin Hart plays an overprotective father following his daughter on a date, they tweeted:

Hey, @Hyundai - taking away your daughter's autonomy and stalking her on a date isn't funny. #NotBuyingIt#SB50

— NARAL (@NARAL) February 7, 2016

Maybe they don't understand that we already get that it's inappropriate. That's why it's funny!

NARAL also retweeted this remark from one of their state affiliates, after an ad celebrating "Super Bowl Babies" who are supposedly conceived on game day, hinting that they're no happier about born babies than unborn ones:

More Super Bowl babies?!?! Get thee an IUD! #MediaWeLike

— NARAL ProChoice Ohio (@ProChoiceOH) February 8, 2016

Most of us would take a healthy ultrasound as a joyful event. However, in the dour worldview of NARAL Pro-Choice America, who view everything through the lenses of their own radical ideology, even an ultrasound appointment is political. The fictional joy of an on-screen couple, as they see their unborn son on a monitor, "humanizes" the fetus and supposedly threatens the rights of women. Our cultural commentary can do better than this joyless approach.

[1] Emma Brown, "Bernard Nathanson, Abortion Doctor Who Became Anti-Abortion Advocate, Dies at 84," Washington Post, February 22, 2011, accessed February 17, 2016, http://www.washingtonpost.com/wp-dyn/content/article/2011/02/22/AR2011022206507.html. See also Bernard N. Nathanson, Aborting America (Garden City, NY: Doubleday, 1979) and Nathanson, The Hand of God (Washington: Regnery, 1996).

[2] Ken Blackwell, "How the Abortion Tide Turns," Washington Times, August 2, 2015, accessed February 17, 2016, http://www.washingtontimes.com/news/2015/aug/2/ken-blackwell-americans-becoming-more-pro-life/.

[3] Tiffany Dunk, "Aussie Filmmaker Peter Carstairs May Have a Big US Break Thanks to the Superbowl," News.com.au, January 5, 2016, accessed January 17, 2016, http://www.news.com.au/entertainment/tv/aussie-filmmaker-peter-carstairs-may-have-a-big-us-break-thanks-to-the-superbowl/news-story/bb221ab85850d1299ff4ead86a056aed.