To pee, or not to pee? That’s the question posed by furniture company IKEA in a new head-turning advertisement.
The advertisement reads “pee on this ad to change your life.” It was created by the Åkestam Holst agency and is running in the Swedish women’s magazine Amelia.
The Swedish bargain furniture mega-retailer and meatball emporium Ikea has a new offer for its pregnant customers:
— Adweek (@Adweek) January 9, 2018
Peeing on this ad may change your life. This ad is also a pregnancy test. Pee on the marked area and wait a moment. If you are expecting, you will get a surprise right here in the ad.
The page doubles as a pregnancy test, and IKEA says pregnant women that pee on it will get a discount on a baby crib.
The ad appears to function like a combination pregnancy test and invisible ink message. Here’s the way it works, The woman pees on a test strip at the bottom of the ad. If the test detects the pregnancy hormone hCG, it surfaces additional text below the listed price for the crib, showing a new, discounted price in red ink.
The price of the SUNDVIK crib drops from 995 Swedish krona ($121 USD) to 495 krona ($61 USD). The advertisement calls it the “IKEA FAMILY pris.” The same crib is available in the United States for $119.
The ad seems like a clear PR stunt. that obviously worked. Joke or not a joke, there’s something gross about asking pregnant women to urinate on an ad and taking the piss-soaked page into the store to get a discount.
What if, instead of asking pregnant customers to pee on an advertisement and carry the flyer into a store for verification by a poor sales rep, we just believed women who say they are pregnant?
The reactions on Twitter ranged from amused to confused to a wee bit pee-ved.
I can't decide whether to applaud the creative activation or … well, just be grossed out. https://t.co/NqmgG4GqWm
— Ryan Wood (@RyanWoodDFW) January 9, 2018
Lmao imagine finding out you’re pregnant from an IKEA ad.
— Sam. (@yougoslaviaself) January 10, 2018
There’s no word on if the advertisement campaign will make its way to the United States. But keep your eyes peeled — and maybe wash your hands.
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