IKEA's new "pee on this" ad promises discount for expecting mothers

LAS VEGAS - IKEA's new ad has the company starting out the new year with an odd, somewhat disgusting splash.  

The company has created an ad for one of its cribs that says, "Peeing on this ad may change your life."

If you're scratching your head in confusion, you're not the only one. Here's how it works.

There is a certain area of the ad that acts as a pregnancy test, and like most pregnancy tests, you pee on it, wait the appropriate amount of time, before getting your answer. But instead of pregnant or not pregnant, a new reduced price "IKEA Family" appears underneath the original price on the ad.

For those who are pregnant the price of the crib drops from $995 to $495.

The ad was created by Swedish agency Åkestam Holst in collaboration with Mercene Labs. See how it works here.


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