IKEA's New Ad Wants Women To Pee On The Page

IKEA's New Ad Wants Women To Pee On The Page

IKEA's New Ad Wants Women To Pee On The Page

Part of their "where life happens" campaign, the company revealed the new installment with a video preview called "pee on this ad".

The world's largest furniture retailer IKEA has got a new advertisement running in a Swedish magazine.

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.

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On the one hand, expecting moms might be willing to pee on anything to get a good deal.

A free pregnancy test through which you can reap benefits of a family discount program!

The advert is now in IKEA Sweden's women and lifestyle magazine, Amelia, but as of yet has not appeared in the UK.

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In a Swedish publication, Amelia Magazine, an IKEA ad featured a baby's crib with the text: Peeing on this ad may change your life.

According to AdWeek, the ad encourages women to dab urine on a modified pregnancy test strip included at the bottom of the magazine and wait a few minutes to find out the result. "There are no plans to place this ad in other markets, including the U.S". In order to scale up the technology as well as make it work in the format of a printed ad, Mercene Labs used its experience developing surfactant materials for microfluidics and medical diagnostics.

"The colour change is based on antibodies which bind to the pregnancy hormone hCG".

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IKEA Exec 3: How 'bout we make them pee on paper so we know when they're pregnant.

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