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Ikea asks pregnant women to pee on magazine ad for discount

Would you pee on a magazine advertisement to get a good deal? That’s the premise behind the latest headline-grabbing ad from Swedish furniture retailer Ikea.

According to Bloomberg, an Ikea ad in the Swedish women’s magazine Amelia asks pregnant women to pee on the ad — and if it tests positive, the moms-to-be can get a discount on a crib.

The top of the ad reads “Peeing on this ad may change your life,” followed by a photo of a crib, the price tag and a large strip that says “Pee here.”

If the urine tests positive, then a new, lower price tag for the same item will be revealed next to the photo. In the online ad, for example, the crib was originally advertised for 995 Swedish krona, but the discounted price was 495 Swedish krona.

The ad aims to get customers to apply for an Ikea Family membership card, which offers special discounts.

The ad was developed with the Swedish ad agency Akestam Holst and Mercene Labs and uses the same kind of technology used in typical over-the-counter pregnancy tests, the publication said.

So what do you think, would you pee on an ad for a discount?

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