Pregnant? Pee on this Ikea ad for a discount

Jon Skinner 2017

When it comes to marketing, you've got to really think outside the box to reel your customers in. Women are prompted to pee on the ad, and if they are pregnant, a special discounted price for the Sundvik crib is revealed to them. The technology was created by an actual medical facility, Medical Tech Lab Mercene Labs, and Åkestam Holst says technical advancements made from Mercene "have the potential to improve medical diagnostics".

'For scaling up of this technique and adapting it to the physical format of a printed ad, Mercene Labs has used their experience in development of surface active materials for microfluidics and medical diagnostics.

Standard pregnancy tests are so 2017 - this year it's all about weeing on magazine ads to find out if you have a bun in the oven.

'Careful selection of materials, together with a controlled capillary flow have been crucial for the success of this project.

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According to the agency, getting the technological aspect of the ad took some work.

Ikea's latest magazine ad in Sweden has a freaky twist: it has a built-in pregnancy test.

Guess we'll have to wait until women are presenting torn out pee-soaked ads to IKEA cashiers before we can confirm it's legit. Is the pregnancy test strip reliable-there are, after all, things such as false positives even on a tried and tested home pregnancy kit. And by interactive, we mean IKEA wants women to pee on it. Either ways, this looks like one leaky affair that requires a hand sanitiser at the ready.

Our condolences to the Amelia writer whose work this month will appear on the flip side of "the ad the readers pee on".