Ikea’s creative marketing team has designed a print ad for its magazine that, when urinated on, operates as a pregnancy test.

If a positive result comes up, a discount on Ikea cribs can be seen on the page.

The ad was created by Mercene Labs, which explained it had used the pregnancy test strip as a starting point and used the same technology to detect antibodies that bind to the pregnancy hormone hCG, resulting in a color change.

Mercene Labs says, “Technical advancements made during the work with this campaign have the potential to improve medical diagnostics.”

The creative use of print advertising has been a success, with the story being picked up and repeated beyond creative/marketing based publications to mainstream media companies, gaining big exposure for the brand worldwide.

The ad is currently being run in Sweden, but unfortunately for pregnant Australian women in the hunt for a crib, an Ikea representive has confirmed to Australian Printer that the ad will not be run in this part of the world.

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