Expectant mothers can literally pee on IKEA's new print ad as a pregnancy test and get a 50% discount on a $1,000 crib

Leave it to IKEA to release a “life-changing” print ad. Expectant mothers who pee on IKEA’s new ad will get a 50% discount for IKEA Family loyalty program members.

The ad, developed by the agency Åkestam Holst, reads “Peeing on this ad might change your life.” Instead of your run-of-the-mill plus or minus signs, the paper will reveal a 50% discount for an $1,000 IKEA crib for anyone who is pregnant. Customers still have to sign up for IKEA Family to receive it, which is clever and certainly less awkward than showing the urine-soaked paper to a store employee.

The technical aspect of the ad was done by Mercene Labs, which placed a rectangular strip on each of the ads where people are supposed to pee—so it’s not a trick, but an actual pregnancy test.

The ad is definitely original, although using pee as your attention grabber is a pretty bold move, even for IKEA.

IKEA | Åkestam Holst

Leave it to IKEA to release a “life-changing” print ad. Expectant mothers who pee on IKEA’s new ad will get a 50% discount for IKEA Family loyalty program members.

The ad, developed by the agency Åkestam Holst, reads “Peeing on this ad might change your life.” Instead of your run-of-the-mill plus or minus signs, the paper will reveal a 50% discount for an $1,000 IKEA crib for anyone who is pregnant. Customers still have to sign up for IKEA Family to receive it, which is clever and certainly less awkward than showing the urine-soaked paper to a store employee.