IKEA's latest magazine ad in Sweden incorporates a functional pregnancy test. The ads, created by Swedish advertising agency Åkestam Holst, contain a swatch with technology similar to that in at-home pregnancy tests.
For consumers who are pregnant or want to find out if they are pregant, urinating on the ad and receiving a positive result provides a special discounted price on cribs. The ad was created in collaboration with Mercene Labs, which has developed technical advancements during this campaign that have the "potential to improve medical diagnostics." The new IKEA ad is currently running in Amelia magazine, one of Sweden's most influential magazines for women. Are ads the new pregnancy tests? Only time will tell.