Early last year, an ad agency approached Jonas Hansson, product manager for Mercene Labs in Stockholm, to see if he could create a quite unorthodox advertisement for Ikea: a magazine ad that asked pregnant women to pee on the page to reveal a discount for a crib.
“At first, I didn’t believe it was serious,” Hansson says. But the agency, Åkestam Holst, was serious, so Hansson got to work.
The ad debuted last week in the Swedish magazine Amelia, and prompted a flurry of media coverage. The ad uses technology similar to that of over-the-counter pregnancy tests. But it’s also more than that, and it could potentially lead to better tools for diagnosing certain types of heart disease.
It works like…