Ikea's advert for a new cot doubles as a pregnancy test (yes, seriously)

Ikea. It’s the go-to for affordable furniture, bargain crockery and crazy cheap meatballs, but now the popular home furnishing store is offering its most unusual discount yet.

The Swedish brand is touting a reduction on their new Sundvik crib with an advert that asks women to pee on it.

Yep, you read that right!

Because the special, just-for-them discount is only available to customers who are pregnant, so the ad doubles up as a pregnancy test.

As reported by Mashable, and AdWeek the revolutionary, yet slightly bonkers ad is made with a test strip on the page that uses the same science as a pregnancy test.

The idea is that women tear the page out, take it with them into the loo, pee on it and find out if they’re expecting.

And if they are they will get a special discount on the cot they’ll be needing for their new baby in around 9 months time, paying just $495 instead of the original price of $995.

The ad is the clever-slash-crazy brainchild of award-winning Swedish agency Åkestam Holst, in collaboration with Mercene Labs.

And it is running in one of Sweden’s most influential women’s magazines, Amelia.

At the moment, the ad is only running in Sweden, which is probably a good thing. Because while the ad is no doubt going to garner the attention of prospective mums and dads-to-be, would anyone really feel comfortable handing over a coupon with their pregnancy test (and therefore pee!) attached?

So, 10 out of 10 for creativity Ikea, but think we might just stick to shuffling anonymously into the pharmacy, thanks.

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