March 23, 2018

New IKEA ad asks women to pee on it to receive discount

12 January 2018, 09:50 | Melvin Schneider

IKEA ad encourages consumers to pee on it By Beki Winchel | Posted

IKEA ad encourages consumers to pee on it
By Beki Winchel | Posted

The advertisement is for a crib, but if you pee on the ad, or drip some of your pee onto the ad, and it reveals that you are pregnant, a code for a discount on the crib appears magically. An IKEA ad campaign in January 2018 takes away the need to gather complex data to determine whether customers are pregnant by simply asking women to dab their own urine on the advertisement itself. Women are encouraged to pee on a marked, rectangular strip at the bottom of the page and go through the familiar wait.

The ad is understandably turning a lot of heads, and some are calling it sexist.

Would you urinate on an IKEA catalogue for a discount?

IKEA - Pee Ad from Ourwork on Vimeo.

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Swedish ad agency Åkestam Holst created the ad in collaboration with Mercene Labs, a chemical manufacturer in Sweden.

"Peeing on this ad may change your life", reads the promotion in the magazine Amelia, a popular women's magazine.

"The colour change is based on antibodies which bind to the pregnancy hormone hCG. There are no plans to place this ad in other markets, including the U.S".

"Careful selection of materials, together with a controlled capillary flow have been crucial for the success of this project". Reactions on social media have been mixed, ranging from praise for the ingenuity to concern for the employees who have to handle the returned coupon. I mean, not only has is the idea out-of-the-box but also in line with IKEA's "Where Life Happens" theme.

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