Ikea Ad is a Pregnancy Test With Discount for Pregnant Customers

Need a crib? More importantly, need to know if you need a crib? Ikea has you covered. Its new print ads, from Swedish advertising agency Åkestam Holst, contain a swatch created with chemicals similar to those found in at-home pregnancy tests. If you are pregnant and urinate on the ads (yes, on the ads), the urine sets off a chemical reaction that reveals a lower price for the crib advertised, according to Adweek.

The tech was created with Marcene Labs and Åkestam Holst is running the advertisement in Amelia magazine, a Swedish women’s magazine, Adweek reports. The agency told Adweek that “technical advancements made during the work with this campaign have the potential to improve medical diagnostics.” Swedish furniture has never been so influential.

The crib in question, the Sundvik, is currently available for $119 online. Fortunately, you are not required to bring a peed-on ad to Ikea to snag the crib on sale: “You don´t have to hand in any ad with urine on it or anything,” Ikea Sweden rep Magnus Jakobsson told CNBC in an email. “Simply join IKEAs Family Club,” or the company’s loyalty program designed for families.

So, is this gross or genius? Folks on Twitter had some thoughts. Feel free to assemble your own opinion.


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