Economy

New IKEA furniture ad gives pregnant women license to pee

New IKEA furniture ad gives pregnant women license to pee

Ikea's latest magazine ad in Sweden has a weird twist: it has a built-in pregnancy test. "This ad is also a pregnancy test. Pee on the marked are and wait a moment". Should the on-page test come up with a positive result, there's the chance of earning a huge discount on buying the cot pictured, with the item's price changing in colour to the lower amount should the reader be carrying a load. Unfortunately, the offers only available in Ikea's home country of Sweden.

Conceived by Swedish agency Åkestam Holst in collaboration with Mercene Labs, the ad requires significant leaps in technology in order for the coupon to work.

An expectant mother pees on the ad for a baby's crib. I think we can use some of the same solutions to help our customers create better products in their areas of life science and medical diagnostics. Before we sign off, due sympathy to the writer whose feature appears on the obverse side of the IKEA ad.

"Careful selection of materials, together with a controlled capillary flow [he ability of a liquid to flow in narrow spaces without the assistance of external forces like gravity], have been crucial for the success of this project", an agency spokesperson told HuffPost UK. "Technical advancements made during the work with this campaign have the potential to improve medical diagnostics".

More news: Kate Middleton Had a Low-Key 36th Birthday

The promotional campaign is being published in Amelia magazine, an influential Swedish women's magazine.

According to AdWeek, the print advertisement for the company's Sundvik crib is actually a pregnancy test.

'Has no one at Ikea seen a pregnant woman before?


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