"Peeing on this ad may change your life", reads the ad, which showcases Ikea's Sundvik crib and features technology similar to that of a pregnancy test - but with a twist. Instead of showing a positive or negative test, the ad reveals a coupon for a baby crib.
Sorry U.S. citizens, there's no indication that this advertisement applies here.
Peeing on this ad may change your life.
IKEA's latest advertisement may be different from previous ones seen as it now also doubles as a pregnancy test.
It's cool that the ad provides a free pregnancy test and all, but Adweek does not mention how one would actually go about getting the discount at an Ikea store.
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If she is in fact pregnant, a discount will appear in red below original price.
'Careful selection of materials, together with a controlled capillary flow have been crucial for the success of this project. In 2001, Animal Planet placed ads that had dog urine scent at the base of lamp posts to grab dogs' - an in turn a human's - attention to promote a dog awards show.
Do women want to carry a pee-soaked magazine page into Ikea?
The ad is running in the Swedish magazine Amelia, according to Adweek.
The Independent has reached out to Åkestam Holst for comment.