IKEA wants customers to pee on this ad

Marcus Newton
January 11, 2018

Swedish agency Åkestam Holst's first 2018 ad for the retailer is an advertisement for cribs.

Furniture company Ikea now has an ad out that encourages women to put pee on it in order to get a discount.

It's cool that the ad provides a free pregnancy test and all, but Adweek does not mention how one would actually go about getting the discount at an Ikea store.

Presumably, you'll then need to bring the urine-soaked paper to your local Ikea to redeem it.

Our condolences to the Amelia writer whose work this month will appear on the flip side of "the ad the readers pee on".

A magazine ad for the infamous Ikea has been revealed to be an actual, functioning pregnancy test.

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Commenting on the campaign, Jonas Hansson, head of new opportunities at Mercene Labs, said: "We had to push ourselves to come up with several clever solutions to make the concept of the ad work in reality".

You've got to hand it to them; IKEA knows how to get us talking.

Swedish ad agency Åkestam Holst conceived of the ad in collaboration with Mercene Labs, who created it with technology similar to that used in a pregnancy test.

For reference, the crib in question, the Sundvik, is now available for $119.00 online, pre-discount. (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.

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

Other reports by MaliBehiribAe

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