Did IKEA Release an Advertisement Containing a Pregnancy Test?

Did IKEA Release an Advertisement Containing a Pregnancy Test?

IKEA - Pee Ad from Ourwork on Vimeo.

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

That's because the ad is actually a pregnancy test. The ad, which is now available only in the Swedish catalogue, has unsurprisingly solicited a strong response from people who are intrigued, disgusted and everything in between.

It may be hard to digest, but IKEA is really asking women to pee on an advertisement to get more information about the available discount.

According to media reports, the discount will be revealed only to a pregnant woman.

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Adweek called it "the coolest pee-based advertising since Animal Planet put urine-scented ads at the bottom of lampposts to attract dogs (whose owners then saw a larger ad at their own eye level promoting a dog award show)".

"It does. In order to make the interactive function in the advert possible we had to make several technical advances". 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.

If a woman has enough of the pregnancy hormone hCG, the test strip will change colour to indicate she's pregnant. If you are pregnant, you can buy Ikea's SUNDVIK crib for a discounted price.

"The reaction has been overwhelming, and inspired us to continue surprising and entertaining with the "where life happens" campaign", Ikea's Östman concluded.

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