Pregnant? Pee on this Ikea magazine ad for a crib discount
Yes, you read that correctly. The Swedish furniture maker is encouraging expectant mothers to urinate on an ad for its Sundvik crib.
A strip at the bottom of the ad, appearing in Swedish women's magazine Amelia, acts as a pregnancy test. If positive, an Ikea family discount will appear under the regular price.
According to Adweek, Swedish agency Åkestam Holst collaborated with Mercene Labs to develop the advert.
The agency told Adweek of the design process, "Careful selection of materials, together with a controlled capillary flow have been crucial for the success of this project. Technical advancements made during the work with this campaign have the potential to improve medical diagnostics."
A spokeswoman for Ikea North America Services, LLC said in an email Wednesday that the advertisement, part of the company's "where life happens" campaign, was not scheduled to appear in any other markets outside Sweden.