---
title: "Adweek: Ikea Wants You to Pee on This Ad. If You’re Pregnant, It Will Give You a Discount on a Crib"
url: https://burnaze.com/article/eaf4a066-a73b-4e1c-9743-a013b7c13e1e
source: "1851 Franchise"
original_url: https://1851franchise.com/adweek-ikea-wants-you-to-pee-on-this-ad-if-youre-pregnant-it-will-give-you-a-discount-on-a-crib-2705226
category: "General"
published: 2018-01-10T18:13:01.000Z
modified: 2026-11-01T04:11:05.681Z
image: https://newimage.1851franchise.com/cdn-cgi/image/quality=85,format=webp,width=1280,height=720/story/featureImage/c94e11f31bb80677a902ca823f889d996539.jpg
---

# Adweek: Ikea Wants You to Pee on This Ad. If You’re Pregnant, It Will Give You a Discount on a Crib

**TL;DR:** Ikea's latest ad campaign features a magazine ad that reveals a discounted price on cribs when peed on by pregnant women. The ad uses technology similar to a pregnancy test and is currently running in Swedish women's magazine Amelia.

*originally published in 1851 Franchise on 2018-01-10. [Read the original](https://1851franchise.com/adweek-ikea-wants-you-to-pee-on-this-ad-if-youre-pregnant-it-will-give-you-a-discount-on-a-crib-2705226).*

## Story

Ikea’s latest ad campaign is creative, to say the least. Instead of adding in a typical call to action, the brand is encouraging women to pee on its new magazine ad. And according to Adweek, the unique twist isn’t just an attempt at raising people’s eyebrows.

The twist is that if you’re pregnant, peeing on the ad reveals a special discounted price on cribs. That’s because Ikea used technology similar to that of a pregnancy test in the ad, which is currently running in the Swedish women’s magazine Amelia. Ikea’s new campaign was created by Akestam Olst, in collaboration with Mercene Labs.

## Entities

- 1851 Franchise (publication)
- General (sector)
- ad campaign (topic)
- pregnancy test technology (topic)
- discounted pricing (topic)

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Originally reported by 1851 Franchise (https://1851franchise.com/adweek-ikea-wants-you-to-pee-on-this-ad-if-youre-pregnant-it-will-give-you-a-discount-on-a-crib-2705226). Summarized by Burnaze (https://burnaze.com/article/eaf4a066-a73b-4e1c-9743-a013b7c13e1e).