Would you pee for an IKEA coupon? See megastore's outrageous new ad

Jon Skinner 2017

Swedish agency Åkestam Holst's first 2018 ad for the retailer is an advertisement for cribs.

Ikea is encouraging the possibly pregnant to pee on the ad in its latest catalogue, the paper of which contains similar technology to a pregnancy test.

"Peeing on this ad may change your life", the ad's headline reads. After a few minutes, if you're pregnant, a discounted price for the crib will be revealed in red print. The agency also boasted that "technical advancements made during the work with this campaign have the potential to improve medical diagnostics", so if we see breakthroughs in medicine in the next few years prepare to thank IKEA.

If she tests positive, a new, lower price for the crib magically appears underneath where the regular price is printed above.

The urine has to be applied to a strip near the bottom of the ad.

Do women want to stick a magazine page between their legs?

And what, a baby bump isn't enough proof of pregnancy to get that discount?

IKEA, an global furniture retailer known for resetting boundaries with its marketing, is running a magazine ad that encourages women to take a tinkle on it. Some ads are so flawless that you'll be talking about them for days after you see them, but others you just can't seem to get out of your head quick enough.

The ad's being featured in Swedish women's mag Amelia but just how many are going to be prepared to bring a piss-stained sheet into the store for the sake of a small discount is anyone's guess.

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