IKEA to pregnant shoppers: Pee on our ad to receive a discount

It's a crib! Ikea asking women to pee on its ad for possible discount

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. Swedish agency Åkestam Holst worked with Mercene Labs to design and create the advert, which uses similar technology to pregnancy tests. This would accomplish two things: one, the paper, which acts as a pregnancy test kit, would confirm if you are pregnant, and second, if you are, a family discount code to purchase a furniture will be revealed instantly.

"Peeing on this ad may change your life", the text at the top of the ad reads. Some ads are so flawless that you'll be talking about them for days after you see them, but others you just can't seem to get out of your head quick enough.

Ikea's latest magazine ad in Sweden has a weird twist: it has a built-in pregnancy test.

The ad should be torn from the magazine, so as to not ruin the entire edition when urinating on the rectangular box near the bottom of the page. But instead of a simple change in color to indicate a pregnancy, a positive test result reveals a roughly 50 percent discount on a crib.

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In order to make the interactive function of this ad work, the agency had to make several technical advancements.

The ads now appear in Amelia magazine, an influential Swedish women's magazine.

The ad was created in collaboration with Mercene Labs.

'Careful selection of materials, together with a controlled capillary flow have been crucial for the success of this project.

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