Ikea causes stir by asking customers to pee on their new ad

IKEA's new

The ad, which was published in a Swedish Magazine, urges women to pee on a strip attached to the page to earn a discount. Publishing an ad that is a pregnancy test, and reminding consumers about the fact that you can get a better price with the IKEA Family discount in a creative and unusual way, isn't really that controversial, when you think about it.

The advert is now in IKEA Sweden's women and lifestyle magazine, Amelia, but as of yet has not appeared in the UK.

The company has created an ad for one of its cribs that says, "Peeing on this ad may change your life". "As a starting point we used pregnancy test sticks".

On the one hand, expecting moms might be willing to pee on anything to get a good deal.

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It is unclear whether the reader has to bring the urine-soaked page to the store to avail the discount. "Follow the instructions and simply pee on the marked area", the video continues.

The concept works in basically the same way as a traditional pregnancy test, reacting to hCG hormone, which is found in pregnant women.

The makeshift pregnancy test, which runs in Swedish women's magazine Amelia, advertises IKEA's Sundvik crib for a price of 995 krona, or $122. "There are no plans to place this ad in other markets, including the U.S".

The agency worked with industrial technology firm Mercene Labs to deliver the ambitious project. We want to be there right when they happen, and through the "where life happens" campaign, we take that idea all the way.

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