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IKEA ad requires pregnant women to urinate for a discount

12 January 2018

The ad is now running in the Swedish magazine Amelia, according to Adweek.

The advertisement is for a crib, but if you pee on the ad, or drip some of your pee onto the ad, and it reveals that you are pregnant, a code for a discount on the crib appears magically. Now, we're not sure about you, but peeing on a magazine hardly seems like a reasonable thing to do - let alone something that will change our lives.

The discount is available to all members of the Ikea Family program. "Its title reads 'Peeing on this ad may change your life".

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Devised by Swedish ad agency Åkestam Holst in collaboration with Mercene Labs the bodily fluid centric campaign necessitated some novel thinking.

The print ad in question works as a pregnancy test, except that rather than revealing a symbol, it reveals text relating to one of the company's products. But, alas the ad continues with directions for the reader: "Simply pee on the marked area" and "wait a few minutes". "Creating a controlled capillary action and well-balanced choice of materials were critical components to the project's success", he added.

The subject of urination comes up more frequently in advertisements than you might think.

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In 2001 Animal Planet placed urine-scented ads at the bottom of lampposts to attract dogs, and ultimately their owners, to the ad.

It is not the first time that Ikea marketing campaigns have courted controversy. Their 2016 ad for the furniture company was commended for featuring a divorced couple-normally a taboo subject for ad agencies.

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IKEA ad requires pregnant women to urinate for a discount