Think you may be pregnant? You could buy a home pregnancy test, visit your doctor -- or pee on a new magazine advertisement from Ikea just to be sure.
Yes, you read that correctly. The Swedish furniture maker is encouraging expectant mothers to urinate on an ad for its Sundvik crib.
A strip at the bottom of the ad, appearing in Swedish women's magazine Amelia, acts as a pregnancy test. If positive, an Ikea family discount will appear under the regular price.
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According to Adweek, Swedish agency Åkestam Holst collaborated with Mercene Labs to develop the advert.
The agency told Adweek of the design process, "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."