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.

Zuma to set up commission to probe influence-peddling
At 4.30pm, the rand was up 0.28% to R12.35 against the dollar from a close of R12.38 overnight in NY . But talks of a motion to remove Zuma being forced into the agenda have been gaining momentum.

Messi equals Muller record as Barcelona beat Levante
Paulinho added the gloss to the scoreline late on, converting from close range after Messi's fine dribble and cross. "There is an agreement that Lionel will remain at the club as long as they are playing in a top league".

Doctor Accused of Having Wife Killed to Protect Drug Empire
Kauffman has long maintained his innocence and denies any involvement in his wife's death, his attorney Ed Jacobs told Philly. During the search at his medical practice, Kauffman allegedly confronted the officers while brandishing a Ruger 9mm handgun.

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.

Related News:

  • I-65 south remains closed near Seymour due to fiery crash

    I-65 south remains closed near Seymour due to fiery crash

    Westbound traffic is being diverted off at Grant Street and eastbound traffic is being diverted off at Cline Avenue, police said. After the burned out damage was cleared away, IN DOT crews were able to assess the damage to the roads.
    President Of The Mormon Church Dies

    President Of The Mormon Church Dies

    That said, after a notable person's death, it's important not to sugarcoat their legacy by ignoring the terrible things they did. And, before I knew it, I found myself eating a cookie while standing face-to-face with him in a corner of the room.
    Canadian fund to buy Westinghouse

    Canadian fund to buy Westinghouse

    Limited Partnership Units now has a consensus rating of "Buy" and a consensus price target of $29.66. Four research analysts have rated the stock with a buy rating, Brookfield Business Partners L.P.
  • ASUS Republic of Gamers unveils latest gaming lineup at CES 2018

    ASUS Republic of Gamers unveils latest gaming lineup at CES 2018

    The backlit keys are individually programmable and there is a swappable, illuminated acrylic insert emblazoned with the ROG badge. Next up is the Asus Bezel-free Kit, which is made of vertical refractive lenses meant to hide the bezels in multi-monitor setups.
    Storm Eleanor batters UK with 100mph winds, cause travel chaos

    Storm Eleanor batters UK with 100mph winds, cause travel chaos

    The blustery day comes ahead of a cold snap this weekend that is expected to bring plummeting temperatures and widespread frost. After gusts of 100 miles per hour swept across England, the Environment Agency issued 19 flood warnings and 131 flood alerts.
    'Yeah, I'll beat Oprah': Trump says he'd defeat Winfrey in presidential race

    'Yeah, I'll beat Oprah': Trump says he'd defeat Winfrey in presidential race

    In a 1999 interview, he praised her as a strong choice for vice president. Oprah Winfrey holds the 2018 Golden Globe Cecil B.
  • Investors bet on pickups and SUVs despite low United States  sales

    Investors bet on pickups and SUVs despite low United States sales

    Fiat Chrysler's sales fell 11 percent, while Toyota's sales dropped 8 percent and Nissan's sales were down 9.5 percent. Despite the usual year-end push to get vehicles out the door, most automakers endured tough sledding in December.
    Cuba Rejects Allegations by High-Ranking US Official

    Cuba Rejects Allegations by High-Ranking US Official

    Charles Rosenfarb , the State Department's chief doctor, also dismissed speculation that the illnesses were psychosomatic. The State Department continues to be deeply concerned about the safety and security of our personnel.
    Controversial US Senate candidate Joe Arpaio questions Obama's birth certificate

    Controversial US Senate candidate Joe Arpaio questions Obama's birth certificate

    Arpaio refused to go into the details but he believed he had enough evidence to support his claims , CNN reported . The former six-term sheriff of metro Phoenix also said he and Trump have both been persecuted by the U.S.
  • Cameron Jordan Trolls Cam Newton By Sending QB Wine After Saints' Win

    Cameron Jordan Trolls Cam Newton By Sending QB Wine After Saints' Win

    Brees, who turns 39 next week, will be hoping to lead his team to a better result than they managed in week 1. "We beat Minnesota. He was checked for a possible concussion because of how it looked, but that wasn't what was going on. "He did not.
    Record 656 patients waiting for hospital bed

    Record 656 patients waiting for hospital bed

    Across the border in Portlaoise Hospital, 25 patients are awaiting a bed, while there are 31 in a similar situation in Mullingar. The HSE, meanwhile, is urging high-risk groups to get the flu vaccine as the flu has started actively circulating in Ireland.
    Enzo Amore Predicts Ronda Rousey set for 'Rude Awakening' in WWE

    Enzo Amore Predicts Ronda Rousey set for 'Rude Awakening' in WWE

    Besides, Rousey is unlikely to work a full-time schedule in WWE, irrespective of when she debuts. Levesque was in Los Angeles to speak on a Television Critics Association panel.


Most liked

Norv Turner agrees to become Panthers OC
Rivera spent four years under Turner at San Diego from 2007 to 2010, including the last three years as the defensive coordinator. The team is interviewing Norv Turner for its vacant offensive coordinator position, said a person familiar with the situation.

OR drivers concerned about self-service gas stations following new law
New Jersey has had a ban on self-pumping just as long as we have and you don't see everyone calling them a bunch of bumpkins. Kyle Allen spoke of the true horror of having to fill up himself: "One time, my dad came to OR and pumped his own gas".

MINI hatchback and convertible get a refresh, but you probably can't tell
The original also gets three new paint color options: Emerald Grey metallic, Starlight Blue metallic, and Solaris Orange metallic. All of the new models can also be customized via the new Mini Yours Customised program we talked about before.

Iran blocks social media apps amid anti-government protests
The Amad News channel was suspended by Telegram for violating the Terms of Service (ToS) in regard to inciting violence. The Iranian protests have since spread primarily to cities and towns along Iran's western border, with Iraq.

NFL Playoffs: Jaguars End Bills' Cinderella Story With 10-3 Victory
Ben Koyack caught the game-winning touchdown from Blake Bortles on fourth and goal (Tommy Gilligan/USA Today) More Buffalo magic? The defense overall was outstanding - they reacted well when Taylor broke contain and really didn't allow many busts in coverage.

North Korea missile makers hit with USA sanctions
The country will "deal with the U.S.'s most ferocious declaration of war with fire surely and definitely", the report said. Industry sources say China still supplies about 3.8 million barrels of crude a year to North Korea via an aging pipeline.

1 officer dead in Colo. 'ambush'
Monday for a Colorado sheriff's deputy who was gunned down after responding to a disturbance call in suburban Denver early Sunday. Officer Parish's body was escorted from hospital by a procession of dozens of law enforcement vehicles late on Sunday morning.

Oil tanker Sanchi partially explodes in East China Sea
Rescuers from China, South Korea, and Japan have been struggling to control the blaze and find survivors, if any. That warning of a potential environmental disaster has come for South Korea's Ministry of Oceans and Fisheries.

Red Fort attack accused Bilal Kawa arrested after 18 years
However, the family of Kawa has rejected Intelligence's claims that he was involved in the Red Fort terror attack . Earlier, terrorist Mohammad Arif alias Ashfaq, who was convicted in the case, had been awarded death sentence.

E-cigarettes may be a gateway to smoking for teens, researchers say
The research also showed that teens who used more than one tobacco product were more likely to move on to traditional cigarettes. Polyuse of two or more noncigarette tobacco products was associated with greater odds of cigarette smoking.

James Taylor, Bonnie Raitt make for Orlando
Other classic Taylor songs include "Mexico", "Shower the People", "Carolina in My Mind" and " Sweet Baby James ". Rolling Stone calls Bonnie Raitt one of the "100 Greatest Singers of All Time".

Abe arrives in Estonia on 1st leg of European tour
Japan's Chief Cabinet Secretary Yoshihide Suga said his participation in the games would depend on his parliamentary schedule. There were 47 South Korean comfort women at the time the deal was struck, but this figure now stands at 33.

Green Bay Packers dismiss OC Bennett, QB coach Van Pelt
He was promoted to coaching administrator in January 2007 and to defensive quality control coach on February 3, 2009. McCarthy said at his season-ending news conference Thursday that Bennett may stay with the team in another capacity.

Macron appeals to China for partnership on climate
He also urged European nations to take a more "coordinated approach" on trade with China . A position he did not hide during the visit .

Barcelona Confirm Expected €11.8m Signing of Colombian Centre-Back Yerry Mina
This is Barca's second signing of the January transfer window after the earlier arrival of Philippe Coutinho from Liverpool. The42 has just published its first book, Behind The Lines, a collection of some of the year's best sports stories.