Over the past several decades, we’ve seen advertising go in a completely different direction than ever before. Companies are coming up with more and more unique and creative ways to get their brand out there. But Ikea may have just taken the cake. Peeing on this new Ikea ad will tell you if you’re pregnant.
The advertisement is for a crib, but if you pee on the ad, or drip some of your pee onto the ad, and it reveals that you are pregnant, a code for a discount on the crib appears magically.
The ad agency for the stunt is Åkestam Holst, who won Adweek’s Agency of the Year Award in 2017 and have been working with Ikea for some time now.
The ad was created with the help of Mercene Labs, and has a lot of technical intricacies to it. According to the company, a lot of work went into it.
In order to make the interactive functions of this ad work in reality, we had to make several technical advancements. The pregnancy test strip was used as a starting point, which relies on antibodies that bind to the pregnancy hormone hCG, resulting in a color change. For scaling up of this technique and adopting it to the physical format of a printed ad, Mercene Labs has used their experience in development of surface active materials for microfluidics and medical diagnostics. Careful selection of materials, together with a controlled capillary flow have been crucial for the success of this project. Technical advancements made during the work with this campaign have the potential to improve medical diagnostics.
Can you imagine what this ad will do for the company? Maybe you could tear it out of the magazine and you’ll never have to buy one of these little beauties again…
Hopefully the advertisement will go off without a hitch and people won’t have to go into Ikea with urine-soaked pieces of paper. That would be weird, right?