Ikea Wants Women to Pee on Their Ad – They’ll Get a Discount on Cribs if They’re Pregnant

Aprint ad recently created for Ikea by Swedish agency Åkestam Holst, calls on women to actually pee on it. That’s right.

The ad for Ikea cribs has a special section embedded in it that acts as a pregnancy test. If the sample provided – you might be better off pouring it from a cup rather than actually peeing on it – is from a pregnant woman, then the price on the ad changes to a discounted rate especially for new families.

The technology behind the ad was created in collaboration with Mercene Labs. You can see how it works here:


Client: Ikea Sweden
Agency: Åkestam Holst/NoA
Tech: Mercene Labs


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