Ikea needs ladies to pee on its new advert for a crib

Andrew Cummings
January 12, 2018

The advertisement is for a crib, but if you pee on the ad, or drip some of your pee onto the ad, and it reveals that you are pregnant, a code for a discount on the crib appears magically.

The popular furniture brand created a magazine crib ad that boldly states, "Peeing on this ad may change your life".

Once a woman urinates on a strip in the ad, a discount is revealed only if she is pregnant, according to a story in Ad Week.


In 2012, a New York Times Magazine article sparked privacy concerns by describing big box retailer Target's attempts to use data to find out whether their customers were pregnant. Swedish agency Åkestam Holst, who created the advert, said the hard part was linking the bottom of the page (where you put your urine) to the area where your discount price will be revealed.

The next step, it seems, is to present the pee-soaked page to an employee at your local Ikea.

"Careful selection of materials, together with a controlled capillary flow have been crucial for the success of this project". Who do you think makes the communication happen?


In 2001 Animal Planet placed urine-scented ads at the bottom of lampposts to attract dogs, and ultimately their owners, to the ad. And Oscar-nominated director Richard Linklater staged a 2017 protest against Texas' anti-trans bathroom bill titled "I Pee With LGBT".

Topping the eccentric marketing interaction is Ikea.

The ad comes from Swedish agency, and was created in partnership with.


Other reports by iNewsToday

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