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

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

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     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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    The people of Twitter had some thoughts about it:

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