Ikea literally wants pregnant women to pee on their ad - Spokane, North Idaho News & Weather KHQ.com

Ikea literally wants pregnant women to pee on their ad

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KHQ.COM - Ikea has released an ad like no other ad seen before. The ad actually encourages women to pee on it... pregnant women specifically. The paper the ad is printed on is a special type of paper that also doubles as a pregnancy test.

The urine from pregnant women will actually change the paper, revealing a special discount price on the cribs. So while it sounds a bit gross... there is a benefit. Ikea will sell their cribs at a discounted price for anyone who turns in a "positive" pregnancy ad page.

The ad is running in a Swedish women's magazine called Amelia.

Here's what the advertising agency who created the ad had to say:

"In order to make the interactive functions of this ad work in reality, we had to make several technical advancements. The pregnancy test strip was used as a starting point, which relies on antibodies that bind to the pregnancy hormone hCG, resulting in a color change. For scaling up of this technique and adopting it to the physical format of a printed ad, Mercene Labs has used their experience in development of surface active materials for microfluidics and medical diagnostics. Careful selection of materials, together with a controlled capillary flow have been crucial for the success of this project. Technical advancements made during the work with this campaign have the potential to improve medical diagnostics."

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