If you think you might be pregnant, IKEA not only sells cribs—it also is offering a free home pregnancy test.
The ad—which ran in Sweden’s Amelia magazine reads, “Peeing on this ad may change your life.” It encourages readers to use the bottom of the ad as a pregnancy test, and if you’re expecting, a discounted price for Ikea’s Sundvik crib will appear under the original price.
Jimmy Kimmel poked fun at the marketing stunt on his show, “Jimmy Kimmel Live”:
Swedish-based marketing and advertising agency Åkestam Holst came up with the stunt, and an executive told Adweek that consumers don’t have to bring the ad into Ikea to take advantage of the offer.
The first thing to note, creative chief Magnus Jakobsson told us—and maybe this wasn’t clear before—is that the ad is not a coupon. “You don’t have to bring an ad soaked in urine to Ikea to get the discount,” Jakobsson says. (Whew.)