Calling all expectant mothers, urine for a pleasant surprise when you pee on Ikea’s newest ad.
Sign up to get weekly email updates on your baby »Ikea’s making a splash in the world of clever advertising with their new—and slightly disgusting—print ad that uses pregnancy test-like technology to give pregnant women a special discount on their baby cribs.
The ad, which is currently running in the Swedish women’s magazine Amelia, shows an image of the furniture megastore’s Sundvik crib beneath the words: “Peeing on this ad may change your life.”
Below the crib is the specially marked area where you’re supposed to erm…relieve yourself (We suggest peeing into a cup then dripping it onto the area rather than squatting and aiming—way less messy.)
Once the page comes in contact with preggo pee, the crib’s discounted “family” price magically appears underneath the full price. The discount—about 50 percent off—is pretty good too! See how it works below:
We think this idea is both hilarious and super innovative, and it will likely send a steady stream of moms-to-be racing to Ikea (because we all know any discount is golden when you’re about to have a baby). Unfortunately, it’s only available in Sweden for now, but who knows? Maybe you’ll see these ads flowing into North America some time soon.
For now, we totally feel for the poor Ikea cashiers in Sweden who’ll be on the receiving end of all those peed-on coupons. Gross.