Pee on Ikea’s ad for a discount

Ikea’s new print ad prompts users to pee on the ad. If they are pregnant, a new price appears giving them 50% off on a new crib. To redeem this deal people still need to sign up for the Ikea family discount.

Why it’s hot: This is a small example of a fun way Ikea is connecting their ads to the life events of their users. They have taken an advancement in the tech of pregnancy tests and integrated into their ads. This ad presumes that all new parents have a pregnant woman as part of the relationship, which isn’t the case. However, we often design with a particular user in mind, so is it okay to exclude or not target certain user groups? Where do we draw the line between a fun gimmicky ad and a statement about parenthood?

Source