New Ikea Ad Doubles as an At-Home Pregnancy Test
A new magazine ad from Ikea is generating a lot of attention. Award-winning Swedish advertising agency Akestam Holst created an ad for the furniture giant that doubles as a pregnancy test, Adweek reported Wednesday. The ad encourages women to dab urine on a modified pregnancy test strip included at the bottom of the magazine ad and wait a few minutes. But instead of a simple change in color to indicate a pregnancy, a positive test result reveals a roughly 50 percent discount on a crib.
Total Retail's Take: While perhaps not the most practical advertisement, I give Ikea credit for being innovative. The brand has found a unique way for it to capture consumer attention, while at the same time tying it back to a nicely aligned product promotion. While I'm skeptical many women are actually going to use the ad as a pregnancy test, I'd venture to say that Ikea has already gotten out of the ad what it wanted — press coverage and social conversation. And if it happens to help it sell a few cribs, that's a bonus!