The latest question posed by furniture company IKEA in their latest head-spinning advertising campaign? To pee, or not to pee?
The Swedish bargain furniture mega-retailer IKEA has a new offer for its pregnant customers: ‘Peeing on this ad may change your life. This ad is also a pregnancy test. Pee on the marked area and wait a moment. If you are expecting, you will get a surprise right here in the ad.’
It was created by the Åkestam Holst agency and is running in the Swedish women’s magazine Amelia.
If it turns out you’re pregnant, make sure you ask if the IKEA baby comes with confusing instructions on how to put it together and raise it?
— Adweek (@Adweek) January 9, 2018
The ad is also a pregnancy test. Pee on the marked area and wait a moment. If you are expecting, you will get a surprise right here in the ad. Or you can go to the “as-is” department and pee directly on the furniture. See where that gets you?
The ad appears to function like a combination pregnancy test and invisible ink message. Here’s the way it works, The woman pees on a test strip at the bottom of the ad. If the test detects the pregnancy hormone hCG (Human Chorionic Gonadotropin), it surfaces additional text below the listed price for the crib, showing a new, discounted price in red ink. The ad has not been endorsed by any official medical bodies.
According to Ad Week, the ad was created in collaboration with Mercene Labs, which had to make ‘several technical advancements’ in order for the coupon to work.
‘The pregnancy test strip was used as a starting point, which relies on antibodies that bind to the pregnancy hormone hCG, resulting in a color change,’ the agency explained.
‘For scaling up of this technique and adopting 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.
‘Careful selection of materials, together with a controlled capillary flow have been crucial for the success of this project. Technical advancements made during the work with this campaign have the potential to improve medical diagnostics.’
The price of the SUNDVIK crib drops from 995 Swedish krona ($121 USD) to 495 krona ($61 USD). The advertisement calls it the “IKEA FAMILY pris.” The same crib is available in the United States for $119.
The ad seems like a clear PR stunt. That obviously worked. Joke or not a joke, there’s something gross about asking pregnant women to urinate on an ad and taking the piss-soaked page into the store to get a discount. Personally, I always pee on Time Magazine or Newsweek myself.
To determine if you’re delusional, you can pee on a Rolling Stones ad. The fact that you have a copy is your answer… Or grab TV Guide and pee on CNN.
What if, instead of asking pregnant customers to pee on an advertisement and carry the flyer into a store for verification by a poor sales rep, we just believed women who say they are pregnant?
The reactions on Twitter ranged from amused to confused to a wee bit pee-ved.
I can't decide whether to applaud the creative activation or … well, just be grossed out. https://t.co/NqmgG4GqWm
— Ryan Wood (@RyanWoodDFW) January 9, 2018
Lmao imagine finding out you’re pregnant from an IKEA ad.
— Sam. (@yougoslaviaself) January 10, 2018
‘Has no one at Ikea seen a pregnant woman before? They’re pretty easy to spot without having them pee all over everything,’ Dylan Speed tweeted.
‘Sure, there are lots of ads you’d love to pee on. But in this case, Ikea actually wants you to do it,’ someone else added.
There’s no word on if the advertisement campaign will make its way to the United States. But keep your eyes peeled — and maybe wash your hands.
I feel sorry for the poor clerks who have to accept these ads in the store. Who wants to handle a pee soaked piece of paper as a coupon?
This idea was another of a long line of stupid ideas thought up by some idiot college graduate in a corporate office who has never worked retail.
What does the sign say, in the bathroom, as you leave?
All employees must wash their hands before returning to work? Why? Because of pee or is it a conspiracy to waste water.
Do I want some clerk handling the items I am buying after accepting one of these pee soaked advertisements?
I don’t think so!
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