The right result could get you a discount on a brand-new crib.

By Katie Holdefehr
January 11, 2018
IKEA

At this point, IKEA is pretty well known for creating attention-grabbing, eyebrow-raising ads. Remember the Swedish company’s 25-minute-long whispery ASMR video? And what about that ad of a teenager washing dishes for a full four minutes? In true IKEA fashion, the furniture company has once again created an unexpected ad, and this time around, it’s a paper advertisement created for the popular Swedish women’s magazine Amelia.

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What looks like an ordinary ad for the SUNDVIK crib ($119) actually doubles as a working pregnancy test, according to Adweek. That’s right: readers can tear out the page, pee on it, and if the test is positive, rather than those two little lines showing up, a new lower crib price will appear. Developed in collaboration with Mercene Labs, the ad works similarly to other pregnancy tests by detecting the pregnancy hormone hCG, making the bold statement printed on the advertisement—”Peeing on this ad may change your life”—entirely possible.

While points must be awarded for innovation (this is certainly the first pregnancy test-advertisement hybrid we’ve seen), we still have some questions. While a positive test simply reveals the discounted price of the crib with the IKEA Family discount factored in, we’re wondering how many people may end up attempting to bring the ad into stores as proof.

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While the “proof of pregnancy” gimmick could be seen as excluding adoptive parents from the discount, luckily, the IKEA Family loyalty program is open to anyone over the age of 18. Plus, it’s free to sign up. While it’s easy to get lost in the buzz over this questionable ad, it does serve as a reminder that if you aren’t already an IKEA Family member, you should sign up now (no pee test required).

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