Pregnant ladies can nab a discount at IKEA if they pee on this ad

2 min read
IKEA pee ad Sweden

Yes, you read that correctly. 

So, today in the world of retail – specifically, the ready-to-assemble furniture branch - there are reports that pregnant women are being asked to pee on an ad in order to get a discounted price on an IKEA crib. 

Nicole Kidman Big Little Lies What

The ad, which is being run in a Swedish magazine by agency Åkestam Holst comes with an inbuilt pregnancy test which reveals a cheaper price once urinated on.

We can’t really decide if this is brilliant or just plain freaking strange...

Following the now international attention the ad has garnered, news.com.au reports the agency had released a statement on the work: 

“The pregnancy test strip was used as a starting point, which relies on antibodies that bind to the pregnancy hormone hCG, resulting in a colour change.

“For scaling up of this technique and adopting it to the physical format of a printed ad, Mercene Labs has used their experience in development of surface active materials for microfluidics and medical diagnostics.”

If you are indeed expecting and looking for a bargain, apparently it isn't enough to simply take a leak on the printed advert. In order to get the savings, you need to then take said soiled ad in-store. 

Now if you would, let’s take a moment to think of all the IKEA staff members who will have to handle those nasty pieces of paper that are covered in urine. 

Raven Nasty Disney.gif

Sure, the ad is clever and advanced and great publicity for the brand but let’s be honest: no one should have to offer up (or work with) bodily fluids to save some cash.

Image: IKEA

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Written By Stephanie Nuzzo
Steph