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‘It’s what ladies do’, New Zealand PM mic-drop

New Zealand prime minister Jacinda Ardern announced Friday she was pregnant!

She made the announcement on live television while being grilled by reporters about her intention to remain in her position. One reporter even asked how she managed to set up a government while experiencing morning sickness. Ardern’s response? “It’s what ladies do.”

Insert mic-drop here.

Ardern’s husband will be acting as a stay at home dad after the birth of her first child. She went on to tell the press that women get pregnant while they are working all the time, and this is no different. Her off-the-shoulder behaviour towards this news is refreshing. The questions from the reporters — not so much?

A woman’s capability to do her job has nothing to do with whether or not she is pregnant, or a mother.  To ask the question makes that correlation. In a Facebook post, Ardern makes it clear she knows more questions about her pregnancy will be coming.

Instead of asking how she is going to run a government or country, why not simply just offer your congratulations!

 

Please use a real pregnancy test — not an Ikea ad

I can’t believe this needs to be said: Don’t rely on an Ikea advertisement to determine if you are pregnant. Use a legitimate pregnancy test from a pharmacy, or see your doctor.

Ikea released a new magazine advertisement that encouraged women to pee on a page within the publication to determine if they were pregnant. If the results are positive — those women get a discount on a crib.

The Swedish magazine reads: “Peeing on this ad may change your life.” Watch the instructions here:

IKEA – Pee Ad from Ourwork on Vimeo.

The advertisement was created by Swedish agency Åkestam Holst in collaboration with Mercene Labs, and uses the same technology found in a pregnancy test. They told media customers don’t actually have to bring in a urine-covered magazine to receive the discount (members of the Ikea Family program are all elligible), which means the advertisement is essentially a very weird and glorified pregnancy test. In this case – it is literally no different than taking a legitimate, trustworthy test provided by a doctor. So, why is it that people are freaking out about this Ikea ad?

Interactivity goes a long way in marketing. While urinating on an advertisement doesn’t seem like the most dignified form of interaction out there, it is quirky enough to entice people to try it, especially if they think a discount is waiting for them. It also has the media, Women’s Post included, intrigued enough to write about the campaign. That’s free advertising for Ikea (although the campaign is only available in Sweden, sorry Canada).

Typically, interactivity in advertisement is conducted through technology; a mobile app, a touchscreen, or a URL that allows a customer to insert a coupon name, play a game, or scan a barcode for a chance to win a discount at a store. Magazines have frequently used scent as a form of interactivity, but the use of bodily fluids is a new idea.

On a side note: is anyone else wondering how these ladies manage to do their business on a specific section of a magazine? The video shows the use of an eyedropper, but I foresee a number of accidents.

As much as I don’t like to admit it, this advertisement will most likely be successful for Ikea Sweden. Is it gross and really weird? Definitely! But, I imagine many women out there will be tempted to try it out, just to see if it works.

But please, don’t use it as an official pregnancy test! Don’t trust a company that can’t seem to make bookshelves with all the pieces. Take a real test — and then you can try this weird magazine advertisement.

Would you pee on a magazine for a discount? Let us know in the comments below!