Adweek: Ikea Wants You to Pee on This Ad. If You’re Pregnant, It Will Give You a Discount on a Crib

Ikea’s latest ad campaign is creative, to say the least. Instead of adding in a typical call to action, the brand is encouraging women to pee on its new magazine ad. And according to Adweek, the unique twist isn’t just an attempt at raising people’s eyebrows.

The twist is that if you’re pregnant, peeing on the ad reveals a special discounted price on cribs. That’s because Ikea used technology similar to that of a pregnancy test in the ad, which is currently running in the Swedish women’s magazine Amelia. Ikea’s new campaign was created by Akestam Olst, in collaboration with Mercene Labs.

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