Wednesday, 14 November, 2018

Ikea courts fresh controversy with pregnancy ad

IKEA ad encourages consumers to pee on it
By Beki Winchel | Posted IKEA ad encourages consumers to pee on it By Beki Winchel | Posted
Laurie Berry | 12 January, 2018, 21:52

"Peeing on this ad may change your life".

But we're not quite sure if this test/ad hybrid was really thought through carefully (or if any of them have ever tried taking a pregnancy test before-because it can get messy). Basically, the interactive advert doubles up as a home pregnancy test.

How far would you go for the best deal?

The ad uses the same science as a pregnancy test and unveils a discount on baby cots if the person urinating on it is indeed pregnant.

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Interested readers can find the ad in Amelia, a Swedish lifestyle and women's magazine. The catch here is that the discount coupon unveils only if the strip identifies you as pregnant, Ad Week reveals. An IKEA ad campaign in January 2018 takes away the need to gather complex data to determine whether customers are pregnant by simply asking women to dab their own urine on the advertisement itself.

The agency worked with industrial technology firm Mercene Labs to deliver the ambitious project. "This ad is also a pregnancy test. Pee on the marked area and wait a moment".

IKEA just released a one-of-a-kind new advertisement that requires you to pee on it to reveal a discounted price on one of its popular items. There are no plans to place this ad in other markets, including the US.

The initiative by the maker of Billy bookshelves and Lack tables might not have raised eyebrows if it weren't for the crude instructions provided: the top of the magazine's page says "Peeing on this ad may change your life".

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