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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She wrote on the cute post, '"If you've wondered why I've been so absent on my social channels it's because I have never been more sick!"
"Boomerangs have made me nauseous, Superzoom is an easy way to have my head in the toilet, food instagrams make me queezy and thinking too much about insta stories made me even more exhausted than I already had been."