Ikea Wants Customers To Urinate On Its Ads In Whacky Campaign

IKEA want you to wee on their cot advert to get a discount

This is not the first time Åkestam Holst and Ikea have received attention for their advertisements.

An IKEA magazine ad being circulated in Sweden has a very unique ploy to see if you're eligible for a discount: taking a pregnancy test.

Ikea has hit upon a sure-fire headline generating ruse after dreaming up an unconventional crib promotion which promises discounted cribs with just one catch - pregnant mothers must pee on the advert to claim their prize. This would accomplish two things: one, the paper, which acts as a pregnancy test kit, would confirm if you are pregnant, and second, if you are, a family discount code to purchase a furniture will be revealed instantly. If you are expecting, you will get a surprise right here in the ad.

The oddball offer will appear in women's magazines and comes with the strap line, "Peeing on this ad may change your life".

Mercene Labs, which helped create the ad, explained it had used the pregnancy test strip as a starting point and used the same technology to detect antibodies that bind to the pregnancy hormone hCG, resulting in a color change.

According to the company who put together the strip used in the ad - Mercene Labs - the technical advancements they made while trying to put together the strip for the ad has the potential to improve medical diagnostics. The company created a video demonstrating how to use the test.

The news source Adweek tweeted a photo of the ad, which ran in the Swedish magazine Amelia.

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