Published: Fri, January 12, 2018
Business | By Max Garcia

Ikea Asks You to Pee on Its New Ad

Ikea Asks You to Pee on Its New Ad

"This ad can change your life as you know it", the opening sentence states. "As a starting point we used pregnancy test sticks".

In an advert that features in Swedish women's magazine Amelia, the furniture giant may offer you a discount if you go to the toilet on the page. Even better, you will also get 50 percent off a crib. "If you are expecting, you will get a surprise right here in the ad", the piece adds. If the test comes back as positive, the discount is revealed.

The internet has reacted in disgust, amusement and confusion after Ikea launched an ad encouraging women to pee on it.

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.

A new advertisement by IKEA, running in a Swedish magazine is freakish for all the wrong reasons.

In order to make the interactive functions of this ad work in reality, we had to make several technical advancements. The creative ad was dreamed-up by Swedish advertising firm Åkestam Hols in collaboration with Mercene Labs, a technology start-up. But, alas the ad continues with directions for the reader: "Simply pee on the marked area" and "wait a few minutes".

The pregnancy test strip uses antibodies that bind to the pregnancy hormone hCG, which causes it to change color.

Like any other quirky idea that hits the internet and sets it ablaze, this Ikea ad soon took over the internet and became 2018's first viral moment.

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