Wednesday, 20 February, 2019

Ikea magazine ad doubles as pee-based pregnancy test

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   Ikea Here’s a hint. Ikea
Nellie Chapman | 10 January, 2018, 20:44

IKEA, an worldwide furniture retailer known for resetting boundaries with its marketing, is running a magazine ad that encourages women to take a tinkle on it.

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 ad, which has been making waves on the internet, was created using similar technology to that of pregnancy tests.

Swedish furniture giant Ikea is calling on women who suspect they might be pregnant to urinate on its latest print ad to find out for sure.

The ads now appear in Amelia magazine, an influential Swedish women's magazine.

If she is in fact pregnant, a discount will appear in red below original price.

The next step, it seems, is to present the pee-soaked page to an employee at your local Ikea. The lab said they rely on antibodies to test for pregnancy.

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

The subject of urination comes up more frequently in advertisements than you might think. And Oscar-nominated director Richard Linklater staged a 2017 protest against Texas' anti-trans bathroom bill titled "I Pee With LGBT".

The Independent has reached out to Åkestam Holst for comment.