Ikea encourages women to pee on its ad

Urine for a surprise with a new Ikea stunt: Swedish ad agency Åkestam Holst has created a magazine ad for the furniture brand that women are encouraged to pee on.

If you’re pregnant, peeing on the ad reveals family discounts on cribs, thanks to technology similar to that in pregnancy-test kits.

The ad was created in collaboration with Mercene Labs, who used their experience in development of surface active materials for microfluidics and medical diagnostics to launch the ad.

Technical advancements were also made during the work with the campaign that have the potential to improve medical diagnostics.

The ad runs in one of the most influential publications for women in Sweden, Amelia magazine.