Ikea courts fresh controversy with pregnancy ad

'Peeing on this may change your life': Ikea advert doubles as free pregnancy test and discount voucher

Ikea Asks You to Pee on Its New Ad

You can take it to the bathroom, pee on it and if the test results come back positive, then the ad will reveal a discounted price for the crib.

Numerous pregnant women are taking the test to earn a discount on a crib but Twitter is going insane with the unapologetic advertisement.

The add, now running in Sweden, reads "Peeing on this ad may change your life" and when an expectant mother urinates on it, a discount code for a crib is revealed.

Every day life can be tiresome at times, but it also contains those magical, life-changing moments. And interestingly, this is doubling up as a pregnancy test.

In an advert that features in Swedish women's magazine Amelia, the furniture giant may offer you a discount if you go to the toilet on the page.

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On the one hand, expecting moms might be willing to pee on anything to get a good deal.

The ad doubles as a pregnancy test.

A new advertisement by IKEA, running in a Swedish magazine is weird for all the wrong reasons.

'They really want people to bring pieces of paper that were peed over to get a discount for baby cribs? In order to scale up the technology as well as make it work in the format of a printed ad, Mercene Labs used its experience developing surfactant materials for microfluidics and medical diagnostics.

The pregnancy test strip uses antibodies that bind to the pregnancy hormone hCG, which causes it to change color. And that it fits nicely into IKEA's "Where Life Happens" brand.

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