IKEA Pregnancy Test Ad

IKEA Ad. Doubles As Pregnancy Test

A popular Swedish women’s magazine (Amelia) is running ads by IKEA that double as a pregnancy test. IKEA isn’t publishing these advertisements simply as a gift to women who are sexually active, they are doing it to sell baby cribs. If you are pregnant, they will give you a discount on a crib that is overpriced in the first place. Are you really getting a discount? In the grand scheme of things, you’re being impregnated by IKEA. That’s the name of the game, sport. It is a bit of clever advertising. The only bad thing is that afterwards you will have a pissy magazine ad to discard. What are you supposed to do with it? Put it in your garbage can so your kitchen can smell like a Las Vegas bus stop? Great. The ads will only appear in IKEA’s home country, so it’s something that Americans won’t get to experience.


Will The Ads Give Accurate Results?

This advertisement has “liability” written all over it. The Swedes aren’t sue happy like Americans, so they probably won’t face any lawsuits or backlash for any inaccurate results. I haven’t read the fine print on the ad, so I don’t know if it says anything such as: “this ad is just for fun and not meant to be a diagnosis, etc.” If the advertisements were run in America, the fine print would be a must.

The advertising agency responsible for the ad has some information for the curious public at large:

“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.”

That’s what I thought, but I wasn’t sure. Their science isn’t really that tough.