IKEA's magazine advertisement that letters emerge when you put on a pill

Reproduction of the name scene of the movie "Shining" in the shopOrProduct name of bed "snoring partner"IKEA often put out unique advertisements, such as making it. Such IKEA newly made an advertisement "I can pregnancy test if I put on a page of a magazine."

Ikea wants pregnant women to pee on an advertisement in a magazine for a discount - The Washington Post
https://www.washingtonpost.com/news/parenting/wp/2018/01/11/ikea-wants-pregnant-women-to-pee-on-an-advertisement-in-a-magazine-for-a-discount/

The pee-soaked Ikea pregnancy ad is actually more than just a gimmick - The Verge
https://www.theverge.com/2018/1/17/16897774/ikea-pregnant-women-pee-ad-mercene-labs-technology-heart-disease-diagnostics

IKEA's "Advertising on Magazines Pigging" is what you can see from the following movies.

IKEA seriously wants you to pee on their latest ad - YouTube


The page to be printed out.


It should be a magazine advertisement, but some experiments are being conducted.



Blowing ink ...


It is the kore completed. Especially it looks like a page of a magazine that is irrefutable.


Then, the hand that appeared on the screen will drop the urine with a dropper to the bottom of the right page of the magazine.


Next to the baby bed is the character "995 Krona".


Suddenly, however, something came out blurred under the numbers as the urine was turned on.


As "Family Price 495 Krona", if the pregnancy test was positive, discount prices for families will be displayed.


AdweekAccording to the same advertisement as regular pregnancy test drughCGTo examine the value of hormones. However, in actual magazine advertisements, since the area is much wider than that of commercially available pregnancy test drugs, it means that it takes one hour for letters to emerge as it is. Therefore, material development company "Mercene Labs"Jonas Hansson, product manager for the IKEA advertisement, developed special pregnancy test parts for IKEA advertisement.

Mr. Hansson has developed a mechanism to test various materials ranging from flooring materials to materials used for microchips, and ultimately stacking several sheets of material in layers. For example, one of the layers is a paper-like one with a thin hole, letting urine spread quickly to the page on the page. Also, this layer also contains antibodies reacting to hCG. And another sheet is sandwiched between two layers like a sandwich, and it prevents urine from oozing out of the page. This sandwich-like layer has gloss and it seems to make a magazine feel luxurious.

Like IKEA's advertisement, Mr. Hansson is developing a synthetic paper that can detect specific heart diseases by combining multiple materials. If you can easily examine biomarkers like paper like paper advertisement like IKEA's advertisement, you can do the examination even while carrying it with an ambulance, so you can take prompt action That is why. "One of the goals of such a technology is to develop a simple way like pregnancy test drugs for diseases that are difficult to diagnose," Hansson said.

Regarding the proposal on pregnancy test advertisement, Mr. Hansson says, "I did not know whether IKEA will accept, but they accepted it."