IKEA Wants Pregnant Women To Pee On Their Ad For a Discount And People Are Not Sure How To React

• 01

  Currently running in major Swedish women’s interest magazine Amelia, is an IKEA print ad with an interesting bonus feature.

  
  via Adweek

   An advertisement for cribs devised by Swedish ad agency Åkestam Holst and Mercene Labs, part of the page is treated with a special chemical that turns the ad into a pregnancy test. If the test comes out "positive" (Congrats!), it reveals a coupon that can be exchanged at an IKEA store for a discount off of a crib. The winners: expectant parents. The losers: IKEA cashiers that have to handle urine-drenched coupons.

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• 02

  The people of Twitter had some thoughts about it:

  
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