Urine for a treat Whether it?s genius or gross, you gotta admit that this magazine ad from Ikea suggesting one pees on it for a surprise is at least gutsy. Conceived by Swedish agency Ã…kestam Holst in collaboration with Mercene Labs, the full-page ad?running in Swedish women?s magazine Amelia?shows an image of a crib and its retail price with the following text:
Peeing on this ad may change your life. This ad is also a pregnancy test. Pee on the marked area and wait a moment. If you are expecting, you will get a surprise right here in the ad.
At the bottom of the page is a rectangular box. This is where you pee. After a few minutes, the ?surprise? appears above it in red ink. What on earth could this surprise be, you ask" Well, it?s that you?re going to have a baby, aka your life is about to change. Ikea, being so thoughtful and all about ?Where life happens,? including those big milestones like peeing on a magazine to find out if you?re pregnant, will give you a significant discount on the crib. Simply present the pee-paper to the cashier on your next trip to the furniture store, I guess" Watch how it works here.

Ikea wants you to pee on this ad and if you?re pregnant, it'll give you a discount on a crib https://t.co/MjuUiQSkZz pic.twitter.com/wAMXt8IdkJ? Adweek (@Adweek) January 9, 2018

Via: Adweek (h/t The Cut)

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