A new advertisement by IKEA, running in a Swedish magazine is freaky for all the wrong reasons.
If you think ancient Egyptians peeing on bags of barley as pregnancy tests was odd, well.
But we're not quite sure if this test/ad hybrid was really thought through carefully (or if any of them have ever tried taking a pregnancy test before-because it can get messy).
Reaction on social media has been mixed with some saying it goes too far and is 'unhygenic'.
Now, if you're flooded with "What" and "Why" questions, let me tell you the advert doubles a pregnancy test for women, where expectant mums can avail rebates on its new crib! . The Netherlands-based furniture company has recently come about with the idea of urging women to pee on their newspaper ads to earn discounts.
The concept works in basically the same way as a traditional pregnancy test, reacting to hCG hormone, which is found in pregnant women.
The add, now running in Sweden, reads "Peeing on this ad may change your life" and when an expectant mother urinates on it, a discount code for a crib is revealed.
In order to make the interactive functions of this ad work in reality, we had to make several technical advancements.
IKEA Exec 3: How 'bout we make them pee on paper so we know when they're pregnant.