Ikea magazine ad doubles as pee-based pregnancy test

Ikea magazine ad doubles as pee-based pregnancy test

An IKEA magazine ad being circulated in Sweden has a very unique ploy to see if you're eligible for a discount: taking a pregnancy test.

It sounds like a wonderfully pragmatic deal until you find out the catch - you actually have to pee on the ad to receive said discount.

Adweek reports Swedish agency Akestam Holst created the ad, which promises, "Peeing on this ad may change your life", and reveals a crib discount for expecting mothers.

The advertisement, which was made by Swedish ad agency Åkestam Holst and featured in Adweek, is now running in Swedish women's magazine Amelia.

In short, the ad works using technology similar to that in pregnancy-test kits.

Speaking about how the ad was produced, Åkestam Holst told AdWeek: "The pregnancy test strip was used as a starting point, which relies on antibodies that bind to the pregnancy hormone hCG, resulting in a color change".

When it comes to marketing, you've got to really think outside the box to reel your customers in.

He did not answer what the proper way would be to present the used magazine page at an Ikea store.

Additionally, "Careful selection of materials, together with a controlled capillary flow have been crucial for the success of this project".

In 2001, Animal Planet placed urine-scented on lampposts in order to attract dogs.

The Independent has reached out to Åkestam Holst for comment.

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