IKEA’s latest advert doubles as a pregnancy test. Designed by Swedish agency Akestam Holst, pregnant mothers can score a discount on the Sundvik crib by peeing on the ad, which reveals a discounted price if the result reads positive.
Swedish ad agency Åkestam Holst created the ad in collaboration with Mercene Labs, a chemical manufacturer in Sweden. The ad will run in Amelia magazine, a Swedish publication for women.
How does it work?
The instructions read like a pregnancy test: “Pee on the marked area and wait a moment.”
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. If you are expecting, a new, discounted price for the crib will appear in red below the original amount.
The next step, it seems, is to present the pee-soaked page to an employee at your local Ikea.
Speaking about how the ad was produced, Åkestam Holst told AdWeek: “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.
