IKEA’s Swedish agency Åkestam Holst have created an advert that doubles as a pregnancy test, bringing pregnancy test technology to the printed page.
Yep, you heard that right, if you wee on the actual advert and get a positive result, the page will reveal details of a special sale.
It’s currently running in one of Sweden’s most influential women’s magazine Amelia.
Genius idea from Ikea - Ad doubles as a pregnancy test. If you’re pregnant, peeing on the ad reveals a special discounted price on cots. pic.twitter.com/kWuJfOwpIX— Andrew Bloch (@AndrewBloch) January 10, 2018
The ad is made in collaboration with Mercene Labs, who said: ‘In order to make the interactive functions of this ad work in reality, we had to make several technical advancements.’
Adweek said: ‘This is definitely the coolest pee-based advertising since Animal Planet put urine-scented ads at the bottom of lampposts to attract dogs (whose owners then saw a larger ad at their own eye level promoting a dog award show).
The good news is you don't actually have to take the soggy paper into your local IKEA if it's positive, we hope!
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Christine and Frank Lampard
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