Ikea courts fresh controversy with pregnancy ad

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Ikea has hit upon a sure-fire headline generating ruse after dreaming up an unconventional crib promotion which promises discounted cribs with just one catch - pregnant mothers must pee on the advert to claim their prize.

IKEA's latest advertisement may be different from previous ones seen as it now also doubles as a pregnancy test.

Talking about good advertising, IKEA, a Netherlands-based furniture company, has come up with an ingenious and novel ad that has successfully become the first viral ad of 2018... Or rather, it uses the same technology as a pregnancy test strip to reveal whether a woman's urine indicates that she is pregnant.

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The ad is understandably turning a lot of heads, and some are calling it sexist.

The popular home brand recently released a magazine ad that reads, "Peeing on this ad may change your life".

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The magazine Ikea ad, running in Sweden, encourages the reader to pee on it. If the result is positive, the woman is eligible for a discount on the IKEA crib. No one wants to pee on a magazine ad to get a coupon code.

"The colour change is based on antibodies which bind to the pregnancy hormone hCG". The agency told AdWeek that for the interactive functions of the ad to work, Mercene Labs had to make several technical advancements.

"The reaction has been overwhelming, and inspired us to continue surprising and entertaining with the "where life happens" campaign", Ikea's Östman concluded.

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