Pregnancy tests are not cheap, but Ikea is giving you one for free!
Just when you thought you'd seen it all when it comes to advertising campaigns, Ikea has the world talking. They've created an advertisement of a new crib, which also doubles as a pregnancy test. If a woman urinates on the ad, and it is positive, she can earn a significant discount on the crib.
Swedish advertising agency, Åkestam Holst, has been working with Ikea for a while now, and a recent campaign, "Where Life Happens," has been wildly successful. In the most recent controversial ad, Åkestam Holst joined up with Swedish chemical manufacturer, Marcene Labs, to create one of the most creative magazine ads ever.
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At first glance, the ad, which is featured in the women's magazine, Amelia, looks much like a typical advertisement for Ikea's Sundvick baby crib. However, at the bottom of the ad, women are instructed to apply a urine sample to a specific area. If pregnant, instead of a simple line or a positive sign appearing, the pregnancy hormone hCG will cause the advertisement to show a special discount offer on the crib.
"Peeing on this ad may change your life," the ad's headline reads. "If you are expecting, you will get a surprise right here in the ad."
According to Adweek, many technical changes were required to be made to a standard pregnancy test strip. They believe that the advancements made for the advertisement have the potential to improve medical diagnostics. The first flushable, compostable pregnancy tests were just unveiled last month and will be available in mid-2018.
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"Everyday life can be dull at times, but it also contains those magical, life-changing moments," Ikea spokesman Patrik Nygren-Bonnier told CNBC. "We want to be right there when they happen, and through the 'where life happens' campaign we take that idea all the way. What could be more true to this than the moment of creating life?"
Luckily, Ikea workers will not be expected to collect these pee-covered ads. The advertisement is merely a reminder that buyers can join the Family Member Price, Ikea's membership club that offers discounts on particular products.
The Ikea "Where Life Happens" campaign has been praised for its "realness." Here's one of their successful (and heartwarming) ads, depicting a divorced dad that has decorated his son's new room to look like the one he has at home.