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IKEA's new "pee on this" ad promises discount for expecting mothers

IKEA's new

A new advertisement by IKEA, running in a Swedish magazine is freaky for all the wrong reasons.

We're sure you've already guessed it by now, but if you relieve yourself on it and you're pregnant a discount code will be revealed, confirming that you are indeed pregnant.

"Peeing on this ad may change your life". And interestingly, this is doubling up as a pregnancy test.

IKEA's latest money saving initiative for mums involves offering pregnant women a chance to get a discounted crib - but there's a catch.




Talking about good advertising, IKEA, a Netherlands-based furniture company, has come up with an ingenious and novel ad that has successfully become the first viral ad of 2018...

"It does. In order to make the interactive function in the advert possible we had to make several technical advances". Going by the advertisement, women are supposed to pee on the page to get to know about a discount. "This ad is also a pregnancy test. Pee on the marked area and wait a moment".

The pregnancy test strip uses antibodies that bind to the pregnancy hormone hCG, which causes it to change color.

The ad was created by Swedish agency Åkestam Holst in collaboration with Mercene Labs. According to Adweek, the ad works nearly exactly like a typical pregnancy test, using similar technology to determine whether a woman is pregnant by means of her urine. 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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