Ikea offers free cribs to pregnant mums who pee on its ad

Paul Swann

Paul Swann

The discount code will only reveal itself to women who are pregnant.

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. "If you are expecting, you will get a surprise right here in the ad".

A new ad for an Ikea cot that is now running in a Swedish magazine called Amelia has asked customer to pee on a strip pasted at the bottom of the ad because apparently, they've inserted a pregnancy test into the page!

The ad should be torn from the magazine, so as to not ruin the entire edition when urinating on the rectangular box near the bottom of the page. But instead of a simple change in color to indicate a pregnancy, a positive test result reveals a roughly 50 percent discount on a crib.

The ad was created in collaboration with Mercene Labs.

Unfortunately, the advertisement is only inside Swedish magazine "Amelia", which is not distributed in the U.S.

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

The ad, which has been making waves on the internet, was created using similar technology to that of pregnancy tests. Technical advancements made during the work with this campaign have the potential to improve medical diagnostics'.

While people are definitely pointing out how weird the ad is, pretty much everyone seems to be intrigued.

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