This Is Why Ikea Is Asking Women to Pee on Its Ad

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Did you ever think that your urine could help you save money? Well, if you’re pregnant, it just might—at least if you’re able to get your hands on one of the latest advertisements being rolled out by Swedish furniture giant Ikea.

How the heck does it work?

Well, some geniuses (or madmen!) at Ikea’s advertising agency got the idea to put what is essentially a pregnancy test on their latest advertisements in the Swedish women’s magazine Amelia. The strips on the ads are designed to detect the pregnancy hormone human chorionic gonadotropin (hCG)—just like traditional at-home pregnancy tests, which can generally detect this hormone in urine within 10 days of conception.

Here’s how it works: When a woman is flipping through the magazine, she will see an advertisement for an Ikea crib. But if she wants to reveal the discounted price of the baby furniture, she’ll have to pee on the magazine to make the lower price appear!

OK, this sounds like it could get a little messy. But Ikea does have some pretty awesome cribs, so maybe it’s too cool of a opportunity to pass up!

However, there is no word yet on whether these advertisements are going to be making their way into American women’s magazines. So for now, we will just have to keep our eyes on Ikea’s sale section if we want discounted furniture and housewares.

Luckily, there are no shortage of those, especially when it comes to much-needed baby items. This Gulliver crib is only $99 and it has a nearly perfect five-star rating from online customers. The simple white design would work for almost any nursery, whether you are going for a romantic, vintage vibe or an ultra-modern and sleek style.

Ikea

Another way to score discounts at Ikea? If you shop at the store frequently (or have a big remodeling or redecorating job on the horizon), you should consider joining the Ikea Family. Members have access to special discounted prices on selected products every month.

Bonus: You don’t have to pee all over your magazines.

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