Ikea's bizarre new ad has got everyone talking

Ikea’s latest advertisement has caught everyone’s attention.

The Swedish retailer released campaign that doubles as a coupon and a pregnancy test.

According to Adweek, the idea was drummed up by Swedish advertising agency Åkestam Holst to run in Swedish women’s magazine, Amelia.

Basically, once peeing on the ad, if the pee strip technology reveals a positive result you’re then eligible for a discount on a cot.

The agency explains the mechanics of their ad below:

EXCLUSIVE: What Lauren Newton cherishes most about being a mum

Olympic swimmer Libby Trickett welcomes baby number five

Lauren Newton on guiding her children through grief after Bert’s passing

Nicole Kidman’s daughter Sunday Rose major career move

The best kids swimwear that will make a splash by the water

EXCLUSIVE: Lauren Newton shares her family Christmas traditions

Three essentials for the ultimate pregnancy self-care routine

Advent calendars for kids that will bring endless amounts of joy this Christmas

NSW school holidays guide – Dates, activities and travel ideas

Easy book week costumes to save you the stress

In order to make the interactive functions of this ad work in reality, we had to make several technical advancements. The pregnancy test strip was used as a starting point, which relies on antibodies that bind to the pregnancy hormone hCG, resulting in a color change. For scaling up of this technique and adopting it to the physical format of a printed ad, Mercene Labs has used their experience in development of surface active materials for microfluidics and medical diagnostics. Careful selection of materials, together with a controlled capillary flow have been crucial for the success of this project. Technical advancements made during the work with this campaign have the potential to improve medical diagnostics.

What will they think of next?

This article originally appeared on New Idea.

Livia Gamble

Based in Sydney, Livia Gamble will not sleep until she has discovered every possible way to use bi-carb soda and vinegar. When she isn’t reporting on ways to improve your home and garden, she can be found knitting socks (by choice) and will never say no to pizza.