Ikea Print Ad Includes Pregnancy Test (Like, The Ones You Pee On)

Ikea Print Ad Includes Pregnancy Test (Like, The Ones You Pee On)

Part of their "where life happens" campaign, the company revealed the new installment with a video preview called "pee on this ad". And interestingly, this is doubling up as a pregnancy test. Developed in association with Swedish ad agency Akestam Holst and Mercene Labs, the ad uses the same kind of technology used in standard pregnancy-test kits available in pharmacies.

Reaction on social media has been mixed with some saying it goes too far and is 'unhygenic'. The catch here is that the discount coupon unveils only if the strip identifies you as pregnant, Ad Week reveals.

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The ad is running in the Swedish women's and lifestyle magazine Amelia. An IKEA ad campaign in January 2018 takes away the need to gather complex data to determine whether customers are pregnant by simply asking women to dab their own urine on the advertisement itself. Explaining their approach the agency wrote: "In order to make the interactive functions of this ad work in reality, we had to make several technical advancements".

"The colour change is based on antibodies which bind to the pregnancy hormone hCG". On the other hand, just imagine women squatting over a magazine page and then handing the pee-soaked ad to the poor Ikea worker who just finished bathroom duty. Swedish agency Åkestam Holst, who created the advert, said the hard part was linking the bottom of the page (where you put your urine) to the area where your discount price will be revealed.

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