Pro-what?

Here is what I don't get about the Superbowl ad with the football player and his mother talking about how she decided not to abort her pregnancy even though doctors told her she might die if she didn't: it seems off-message for "pro-lifers." Is their target audience really women whose lives are at risk? And is their goal really to convince those women that it would be immoral, and should be illegal, for them to have an abortion to save their own lives?

If not, then the message of the ad is: she was faced with a CHOICE and she made the CHOICE which others questioned but which was the right CHOICE for her. If that is the message they are cool with, then perhaps I have been misunderstanding things.