It encourages readers to use the bottom of the ad as a pregnancy test, and if you're expecting, a discounted price for Ikea's Sundvik crib will appear under the original price. And if the ad does determine the adventurous reader is pregnant, then the now-positive pregnancy test/ad will reveal a coupon.
The advertisement is now running in Amelia magazine, a Swedish publication geared towards women.
"The colour change is based on antibodies which bind to the pregnancy hormone hCG". The creative ad was dreamed-up by Swedish advertising firm Åkestam Hols in collaboration with Mercene Labs, a technology start-up.
But while the mechanics may seem a bit gross, they are simple enough-present the pee-soaked page to checkout personnel.
The print ad in question works as a pregnancy test, except that rather than revealing a symbol, it reveals text relating to one of the company's products. Careful selection of materials, together with a controlled capillary flow have been crucial for the success of this project.More news: Myanmar Military Admits to Killing 10 Rohingya Found in Mass Grave
Don't worry about being confused by the jargon.
"This ad can change your life as you know it", the opening sentence states.
The idea behind that campaign was that the owner attached to the leash would be drawn to spot a larger ad at his or her own eye level.
Ikea has incorporated a pregnancy test into an ad for a crib in the Swedish homeware giant's latest marketing gimmick.
No information is available on whether the campaign will run in other countries.