Ikea Wants Pregnant Shoppers To Pee On Their Latest Ad

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Yeah, you read that right.

Swedish ad agency Åkestam Holst has created a new interactive ad for Ikea, which will reveal a discount on cribs when peed on by pregnant women, Adweek reported.

The urine has to be applied to a strip near the bottom of the ad. If the person who urinated on it is in fact with child, a discounted crib price will appear on the page.

The ad, which has been making waves on the internet, was created using similar technology to that of pregnancy tests.

Åkestam Holst enlisted the help of Mercene Labs in their creation of the solicitation.

“In order to make the interactive functions of this ad work in reality, we had to make several technical advancements. The pregnancy test strip was used as a starting point, which relies on antibodies that bind to the pregnancy hormone hCG, resulting in a color change,” the agency explained, according to Adweek.

The ads currently appear in Amelia magazine, an influential Swedish women’s magazine.

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