A new IKEA ad doubles as a pregnancy test. There’s just one very bizarre catch.

Video by Mamamia

IKEA’s latest advertisement doubles as a pregnancy test and, if the results are positive, expecting parents receive a discount on all cribs.

The only catch: You’ve got to, ah, pee on the advertisement page in the magazine it’s distributed in.

MORE FROM Pregnancy

The concept uses the same technology as a standard pregnancy test, which scans urine for the pregnancy hormone hCG and changes colour if it’s detected.

Except this time, instead of changing colour, a coupon code appears across the ad for discounted prices on cribs.

“In order to make the interactive functions of this ad work in reality, we had to make several technical advancements,” the advertising team responsible for the advertisement, Akestam Holst, said in a statement, News Corp¬†reports.

“For scaling up of this technique and adopting it to the physical format of a printed ad, Mercene Labs has used their experience in development of surface active materials for microfluidics and medical diagnostics.”

LISTEN: Anne Helen Petersen, on what makes a ‘cute’ pregnancy. Post continues below.

Advertisement

For those mothers who are expecting and have the pee-stained paper to prove it, they simply take the page to the nearest IKEA store and redeem their discount.

The ad is being distributed through women’s publication Amelia and is, unfortunately, only in circulation in Sweden currently. Still, we are hoping¬†it makes its debut here, if only for the giggles.

We just feel for the IKEA staff members who now have to add “handles urine-soaked ads” to their job description.

MORE FROM MAMAMIA

JOIN THE CONVERSATION

More articles