The IKEA Ad That Doubles As A Pregnancy Test

Ikea has released a magazine ad that doubles as a pregnancy test.

If you pee on it and you’re pregnant the discount for the crib will appear!

Congratulations! You’re pregnant! And you get a sweet discount on a crib.

The ad is in Amelia magazine, a leading women’s magazine in Sweden, and is in collaboration with Mercene Labs.

According to the agency:

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.

If you’re a person who is buying pregnancy tests on the regular maybe you can just load up on this issue of Amelia instead!

Or not.

Yeah, probably not.

 

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