IKEA has taken advertisement to a whole new level. While it may sound a bit weird, hear us out…

This advertisement appeared in Swedish women’s magazine Amelia and if you go potty on the page, you might reveal a discount code for a crib. For a crib advertisement, it doesn’t get better than this. If you are pregnant and pee on the ad your code will be revealed but if you are not pregnant, no code for you.




A Swedish agency that is known as Akestam Holst brought this idea to life. This was something that took a good bit of time to develop and has IKEA workers everywhere grossed out more than you know. However, it is easily the coolest more recent pee-based advertising I have seen.

The agency told Ad Week as follows:

In order to make the interactive functions of this ad work, in reality, we had to make several technological 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. For scaling up of this technique and adapting it to the physical format of a printed ad, Mercene Labs has used their experience in development of surface active materials for microfluidics and medical diagnostics. Careful selection of materials, together with a controlled capillary flow have been crucial to the success of this project. Technical advancements made during the work with this campaign have the potential to improve medical diagnostics.

The ad was made in collaboration with Mercene Labs and works like a charm. I mean who wouldn’t want an advertisement that doubled as a pregnancy test? That being said, this advertisement is not available here in the US. What do you think about this?

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