Monday, 22 January, 2018

Pregnant? Pee on this Ikea ad for a discount

Paul Swann Paul Swann
Preston Stone | 12 January, 2018, 19:58

Adweek reports that Ikea's ad agency Ã…kestam Holst has pretty much changed the game with their latest magazine ad for the company. According to Adweek, the ad works nearly exactly like a typical pregnancy test, using similar technology to determine whether a woman is pregnant by means of her urine.

The furniture giant said the promotion was an attempt to integrate the company into people's lives at "magical, life-changing moments", according to the United Kingdom publication, Evening Standard.

To actually make the ad a functioning pregnancy test, the agency worked with Mercene Labs to get the logistics right. Careful selection of materials, together with a controlled capillary flow have been crucial to the success of this project. Once a small amount of urine is applied to the marked area, the ad will change before your eyes - but only if you're pregnant!

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Commenting on the campaign, Jonas Hansson, head of new opportunities at Mercene Labs, said: "We had to push ourselves to come up with several clever solutions to make the concept of the ad work in reality". The ad does not specify whether a person has to bring a urinated-on paper into a store to redeem their savings, or if maybe it also reveals and code that can be used online. Is the pregnancy test strip reliable-there are, after all, things such as false positives even on a tried and tested home pregnancy kit. It's certainly not about what you buy, but rather the entire experience. Either ways, this looks like one leaky affair that requires a hand sanitiser at the ready.

Ikea's newest magazine ad is all wet.

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