Adweek reports that Ikea's ad agency Åkestam Holst has pretty much changed the game with their latest magazine ad for the company. The ad is made with a test strip on the page and it uses the same technology that is used in pregnancy tests.
Guess we'll have to wait until women are presenting torn out pee-soaked ads to IKEA cashiers before we can confirm it's legit.
Ikea usually have pretty tame ads floating around showing off their incredible furniture but they've suddenly chose to branch out into more questionable territory and we only have one question for them. why?!
Though the piece looks like an ordinary IKEA ad, this one invites the reader to pee on it.
The ads now appear in Amelia magazine, an influential Swedish women's magazine.
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The ad highlights a 50 per cent discount coupon on cribs should the test return a positive reading. "If you are expecting, you will get a surprise right here in the ad".
The ad is the brainchild of Swedish advertising agency Åkestam Holst. If the person who urinated on it is in fact with child, a discounted crib price will appear on the page.
According to Mercene, its work on the ad may lead to new business oppurtunities. The test strip is sensitive to antibodies that are found in the pregnancy hormone hCG.
Mercene Labs helped create the ad to effectively test women's urine. Careful selection of materials, together with a controlled capillary flow have been crucial to the success of this project.