Pregnant Women Who Pee on This Ad Might Get a Discounted Crib From Ikea


As difficult as it can be, being pregnant also comes with its fair share of perks -- priority parking, tons of free stuff, and the room to pretty much do whatever you want. Now, everyone's favorite furniture store Ikea may be offering pregnant women a steep discount on one of its cribs. And the only thing they have to do to get it is pee.


Adweek reports that Ikea's ad agency Åkestam Holst has pretty much changed the game with its latest magazine ad for the company. The ad features a photo of a baby crib and the title "Peeing on this ad may change your life." Women are prompted to pee on the ad, and if they are pregnant, a special discounted price for the Sundvik crib is revealed to them.

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Ikea released the ad in the popular Swedish women's magazine AmeliaA video explaining the inner workings of the ad pretty much verifies that it works just like a pregnancy test.

Women are prompted to urinate on a specific portion of the ad paper, then wait a few minutes until the results come in -- and the discount is revealed in red ink on the page. Of course, if you aren't pregnant when you pee on the ad, you just get to experience the weird feelings that probably come along with peeing on magazine paper. 

Åkestam Holst made a statement to AdWeek detailing its process:

"In order to make the interactive functions of this ad work in reality, we had to make several technical advancements. The pregnancy test strip was used as a starting point, which relies on antibodies that bind to the pregnancy hormone hCG, resulting in a color change. For scaling up of this technique and adopting it to the physical format of a printed ad, Mercene Labs has used their experience in development of surface active materials for microfluidics and medical diagnostics. Careful selection of materials, together with a controlled capillary flow have been crucial for the success of this project. Technical advancements made during the work with this campaign have the potential to improve medical diagnostics."

While people are definitely pointing out how weird the ad is, pretty much everyone seems to be intrigued. 



Adweek pointed out that this new Ikea marketing ploy isn't the first "pee ad" out there. In 2001, Animal Planet's UK channel placed ads with the scent of dog urine at the bottoms of lamp posts. As the dogs were drawn closer to get a sniff, their owners were directed to another ad higher on the lamp post that promoted an Animal Planet show. 

More from CafeMom: 

As of right now, these ads are only running in the Swedish magazine Amelia. We aren't sure if the future of modern pregnancy tests comes in the form of magazine ads or not, but we do know that there's no better way to celebrate a new pregnancy than with an amazing discount.

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