Mother and Baby

This IKEA ad doubles as a PREGNANCY test!

IKEA ad

IKEA’s Swedish agency Åkestam Holst have created an advert that doubles as a pregnancy test, bringing pregnancy test technology to the printed page.

Yep, you heard that right, if you wee on the actual advert and get a positive result, the page will reveal details of a special sale.  

It’s currently running in one of Sweden’s most influential women’s magazine Amelia.

The ad is made in collaboration with Mercene Labs, who said: ‘In order to make the interactive functions of this ad work in reality, we had to make several technical advancements.’

Adweek said: ‘This is definitely the coolest pee-based advertising since Animal Planet put urine-scented ads at the bottom of lampposts to attract dogs (whose owners then saw a larger ad at their own eye level promoting a dog award show).

The good news is you don't actually have to take the soggy paper into your local IKEA if it's positive, we hope!

Read next: Take a look at these ADORABLE photos of Princess Charlotte on her first day at nursery 

Read next: The celebrities expecting in 2018

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Elliott and Sadie Wright

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Kate Upton

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Hilary Duff

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The Lizzie McGuire actress 
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Hilary joked that she was letting son Luca chose the name for her new arrival. The name he's chosen you ask? Cofant Croissant. 
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Sophie Ellis-Bextor and Richard Jones

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Pippa Middleton and James Matthews

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Kat Von D and Leafar Sayers

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Billie Piper and Johnny Lloyd

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Richard Gere and Alejandra Silva

Richard Gere and his wife Alejandra Silva announced Sunday they were expecting their first child together, but they kept the news secret until they told the Dalai Lama, who gave their unborn child a blessing. Gere will become a father for the second time just before his 70th birthday. 

 
 
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