January 18, 2018 2:34 pm

Peeing on Magazine, and Get Discount for Ikea Product!


Ikea, the Swedish homeware giant has an extremely extraordinary idea for their ads by offering free pregnancy tests and for those women with positive result will get a discount on a new crib. How the discount and pregnancy test works? By peeing on magazine. Yes, you read it right. The pregnancy test is embedded in an advert published in Swedish women’s magazine Amelia. On the top of magazine’s page says “Peeing on this ad may change your life.”

Developed in association with Swedish ad agency Akestam Holst which has been running the ad in the country’s popular Amelia magazine and Mercene Labs, the ad uses the same kind of technology used in standard pregnancy-test kits available in pharmacies.

It works like this: when a pregnant woman pees on the ad, the urine dissolves a red ink made of gold nanoparticles. Within a couple of minutes it will revealing the discounted price. Mercene Labs, which helped create the ad, explained it had used the pregnancy test strip as a starting point and used the same technology to detect antibodies that bind to the pregnancy hormone hCG, resulting in a color change. Watch below video to see how it works:

Åkestam Holst art directors Evelina Rönnung and Hugo Wallmo say in an email to The Verge:

“This ad isn’t any ‘grosser’ than taking an ordinary pregnancy test, really,”

No, expectant mothers don’t have to bring the urine-soaked ad to the Ikea store. The ad is just a reminder that the $124 crib is on sale for $61 with the Ikea Family discount.