The advert, which is operating in Amelia – one among Sweden’s most widely-read ladies’s magazines – states: “Peeing on this advert might change your life.”
It provides: “Pee on the marked space and wait a second. In case you are anticipating, you’re going to get a shock proper right here.”
If a pregnant girl’s urine is detected on the patch of the web page the place ladies are inspired to wee, a reduction seems beneath the value of a Sundvik cot, taking it down from 995 Swedish Krona (£90) to 495 Swedish Krona (£45).
Patrik Nygren-Bonnier, IKEA advertising and marketing supervisor, defined that the concept behind the advert was “to indicate life as it’s for as many people as we will”.
“IKEA’s merchandise are impressed by life itself, and are all a giant a part of the on a regular basis life at house,” he stated.
“After all on a regular basis life will be uninteresting at occasions, nevertheless it additionally incorporates these magical, life-changing moments.
“We wish to be proper there after they occur, and thru the ‘the place life occurs’ marketing campaign we take that concept all the best way.
“What may very well be extra true to this than the second of making life?”
Being pregnant checks such because the one within the commercial detect if urine incorporates a hormone known as Human Chorionic Gonadotropin (hCG).
Girls produce hCG after a fertilised egg attaches itself to the wall of the uterus. It’s produced by the placenta.
Extra hCG is produced if a girl is carrying twins, though urine checks don’t measure the quantity of hCG – solely whether or not it’s current in urine.
An IKEA spokesperson stated there have been no plans to carry the advert to the UK.