New ad doubles as a pregnancy test
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Swedish homeware giant Ikea has come up with a new way to get prospective parents through the door to buy baby furnishings – an ad that doubles as a pregnancy test. The ad, which appears in Sweden’s Amelia magazine, was designed by Swedish agency Åkestam Holst and med tech company Mercene Labs. Featuring Ikea’s Sundvik crib, the ad encourages readers to pee on a small strip at the bottom of the page. If the test is positive, a hidden discount code appears, reflecting the discount offered to those in Ikea’s Family Club.
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