Why IKEA wants women to pee on their new ad

Why IKEA wants women to pee on their new ad

The Swedish furniture and homeware giant is encouraging customers to "pee on a special advertisement" to check if they are pregnant - and those who discover they are will obtain a special discount on a crib. Following the paper's instructions, if an expectant mother actually pees on it, a new price will reveal itself: 50% off, as long as the woman signs up for the IKEA Family discount.

The ad is understandably turning a lot of heads, and some are calling it sexist.

The ad doubles as a pregnancy test.

"Peeing on this ad may change your life", the ad says.

Gone are the good old days when all you had to do was scratch a card and win prizes or discounts.

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The advert is now in IKEA Sweden's women and lifestyle magazine, Amelia, but as of yet has not appeared in the UK. Going by the advertisement, women are supposed to pee on the page to get to know about a discount.

The agency worked with industrial technology firm Mercene Labs to deliver the ambitious project.

The pregnancy test strip uses antibodies that bind to the pregnancy hormone hCG, which causes it to change color. The agency told AdWeek that for the interactive functions of the ad to work, Mercene Labs had to make several technical advancements.

Like any other quirky idea that hits the internet and sets it ablaze, this Ikea ad soon took over the internet and became 2018's first viral moment. We try to make every single [ad] under the concept of "Where life happens" as relevant and creative as possible in every type of media, and this time we got the chance to explore print.

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