IKEA ad doubles as pregnancy test offering discount for expectant mothers

Alicia Cross
January 11, 2018

This is not the first time Åkestam Holst and Ikea have received attention for their advertisements.

DIY furniture giant Ikea has unveiled a insane new advertising campaign that asks customers to urinate on its print ads and then bring them in-store for a discount.

Yep, especially if you didn't think you were pregnant before you peed on an Ikea ad. The year of the pee ad. If the test is positive, then the ad reveals a special discounted price on cribs. The ad in question is for a crib, the Sundvik, now available for $119 online, pre-discount. Oh, and you don't actually have to present your soggy, pee-soaked magazine page to get your discount.

Swedish ad agency Åkestam Holst created the ad in collaboration with Mercene Labs, a chemical manufacturer in Sweden. (Good news in case you're anxious about ruining the rest of the magazine by peeing all over it.) If you are pregnant, don't look for a plus sign; instead, a special discounted price of the crib will show up in red.

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"In order to make the interactive functions of this ad work in reality, we had to make several technical advancements", the agency told Adweek.

Mercene Labs helped create the ad to effectively test women's urine.

'Careful selection of materials, together with a controlled capillary flow have been crucial for the success of this project. In terms of the cost implication, a typical home pregnancy test kit costs $8-10, where as one issue of Amelia is priced at a bit over $4. It's certainly not about what you buy, but rather the entire experience. Either ways, this looks like one leaky affair that requires a hand sanitiser at the ready.

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