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Bizarre: Ikea wants women to pee on ad to get discount

12 January 2018

Peeing on Ikea's new printout ad could get you a special discounted price on cribs... if you're pregnant.

Numerous pregnant women are taking the test to earn a discount on a crib but Twitter is going insane with the unapologetic advertisement. The result is a small box that contains the pregnancy test, so anyone who tries this at home needs to take careful aim.

The instructions read like a pregnancy test: "Pee on the marked area and wait a moment".

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The ad is understandably turning a lot of heads, and some are calling it sexist. The ad will run in Amelia magazine, a Swedish publication for women. They've recently debuted another one of these promotions; this one promises to change someone's life forever-and that's not an exaggeration.

That's because the ad is actually a pregnancy test.

The discount is available to all members of the Ikea Family program. "There are no plans to place this ad in other markets, including the U.S". However, Ikea did seek outside help from Swedish chemical manufacturer Mercene Labs in order to "scale up the technology" and "make it work in the format of a printed ad", Felix Östman from Ikea Sweden's press department told The Local.

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"The colour change is based on antibodies which bind to the pregnancy hormone hCG".

"The reaction has been overwhelming, and inspired us to continue surprising and entertaining with the "where life happens" campaign", Ikea's Östman concluded. No one wants to pee on a magazine ad to get a coupon code.

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Bizarre: Ikea wants women to pee on ad to get discount