{"id":32306,"date":"2018-01-16T08:59:12","date_gmt":"2018-01-16T07:59:12","guid":{"rendered":"https:\/\/www.clickorimarketing.es\/pee-on-this-ad-ikea\/"},"modified":"2026-08-05T19:42:30","modified_gmt":"2026-08-05T17:42:30","slug":"pee-on-this-ad-ikea","status":"publish","type":"post","link":"https:\/\/www.clickorimarketing.es\/en\/pee-on-this-ad-ikea\/","title":{"rendered":"Ikea Wants You to Pee on This Ad"},"content":{"rendered":"<p><iframe loading=\"lazy\" src=\"https:\/\/player.vimeo.com\/video\/250248401?color=f1f0ed&amp;byline=0&amp;portrait=0\" width=\"750\" height=\"422\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<h1 class=\"entry-title\">Ikea Wants You to Pee on This Ad. If You\u2019re Pregnant, It Will Give You a Discount on a Crib.<\/h1>\n<p>Swedish agency \u00c5kestam Holst, Adweek\u2019s\u00a0<a href=\"http:\/\/www.adweek.com\/agencies\/how-swedens-akestam-holst-is-chasing-greatness-in-its-work-and-in-the-workplace\/\" target=\"_blank\" rel=\"noopener\">International Agency of the Year<\/a>\u00a0for 2017, has been killing it with the\u00a0<a href=\"http:\/\/www.adweek.com\/creativity\/sweet-ad-ikea-joins-small-group-brands-willing-talk-about-divorce-173471\/\" target=\"_blank\" rel=\"noopener\">Ikea work<\/a>\u00a0in recent years. And it starts out 2018 with a splash (sorry) by creating a magazine ad that women are encouraged to pee on.<\/p>\n<p>Sounds a bit gross, and maybe it is\u2014but there\u2019s a fun twist. If you\u2019re pregnant, peeing on the ad reveals a special discounted price on cribs, thanks to technology similar to that in pregnancy-test kits.<\/p>\n<p><!--more--><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-10317\" src=\"https:\/\/www.clickorimarketing.es\/wp-content\/uploads\/2018\/01\/anuncio-grafico-de-ikea-3.jpg\" alt=\"Pee on this Ad Ikea\" width=\"750\" height=\"350\" title=\"\"><\/p>\n<p>The ad was created in collaboration with Mercene Labs and is running in Amelia magazine, which the agency says is one of Sweden\u2019s most influential magazines for women. Here\u2019s a bit more from the agency:<\/p>\n<p><em>&#8220;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.&#8221;<\/em><\/p>\n<p>This is definitely the coolest pee-based advertising since Animal Planet put\u00a0<a href=\"http:\/\/www.adweek.com\/brand-marketing\/ooh-smell-49666\/\" target=\"_blank\" rel=\"noopener\">urine-scented ads<\/a>\u00a0at the bottom of lampposts to attract dogs (whose owners then saw a larger ad at their own eye level promoting a dog award show).<\/p>\n<p><strong>Via<\/strong> | <a href=\"http:\/\/www.adweek.com\/creativity\/ikea-wants-you-to-pee-on-this-ad-if-youre-pregnant-it-will-give-you-a-discount-on-a-crib\/\" target=\"_blank\" rel=\"noopener\">Adweek<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ikea Wants You to Pee on This Ad. If You\u2019re Pregnant, It Will Give You a Discount on a Crib. Swedish agency \u00c5kestam Holst, Adweek\u2019s\u00a0International Agency of the Year\u00a0for 2017, has been killing it with the\u00a0Ikea work\u00a0in recent years. And it starts out 2018 with a splash (sorry) by creating a magazine ad that women [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":36660,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","inline_featured_image":false,"_mbp_gutenberg_autopost":false,"footnotes":""},"categories":[187,73,1246],"tags":[190,194,315],"class_list":["post-32306","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-graphic-design","category-marketing","category-new-advertising-supports","tag-graphic-design","tag-ikea","tag-nuevos-soportes"],"_links":{"self":[{"href":"https:\/\/www.clickorimarketing.es\/en\/wp-json\/wp\/v2\/posts\/32306","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.clickorimarketing.es\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.clickorimarketing.es\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.clickorimarketing.es\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.clickorimarketing.es\/en\/wp-json\/wp\/v2\/comments?post=32306"}],"version-history":[{"count":1,"href":"https:\/\/www.clickorimarketing.es\/en\/wp-json\/wp\/v2\/posts\/32306\/revisions"}],"predecessor-version":[{"id":32308,"href":"https:\/\/www.clickorimarketing.es\/en\/wp-json\/wp\/v2\/posts\/32306\/revisions\/32308"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.clickorimarketing.es\/en\/wp-json\/wp\/v2\/media\/36660"}],"wp:attachment":[{"href":"https:\/\/www.clickorimarketing.es\/en\/wp-json\/wp\/v2\/media?parent=32306"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.clickorimarketing.es\/en\/wp-json\/wp\/v2\/categories?post=32306"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.clickorimarketing.es\/en\/wp-json\/wp\/v2\/tags?post=32306"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}