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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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Kate Hudson and Danny Fujikawa

The gorgeous actress announced her pregnancy on Instagram that she's expecting a baby girl with musician boyfriend Danny Fujikawa. The entire family is "crazy excited" 

She wrote on the cute post, '"If you've wondered why I've been so absent on my social channels it's because I have never been more sick!" 

"Boomerangs have made me nauseous, Superzoom is an easy way to have my head in the toilet, food instagrams make me queezy and thinking too much about insta stories made me even more exhausted than I already had been."
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Tom Daley and Dustin Lance Black

Olympic diver Tom Daley and husband Dustin Lance Black shared a cute snap holding an ultrasound, with the caption 'Happy Valentines Day' with an emoji of two men with a baby. Dustin Lance Black shared a second photo on his twitter, with the caption 'a very happy #ValentinesDay from ours to yours'. Congratuations to the couple! Photo: Instagram/ Tom Daley 
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Kirsten Dunst and Jesse Plemons

The rumors have been flying for a while now, and Spider Man star Kirsten Dunst has finally broken the silence and announced she is pregnant with her first baby with fiance Jesse Plemons in this stunning pregnancy photo shoot. The photo was captured by photographer Autumn Wilde for fashion brand Rodarte's 2018 Fall-Winter campaign. Congratulations to the happy couple! 
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Cat Deeley and Patrick Kielty

The TV presenter couple announced on Twitter that they were expecting baby number two later this year. The tweet on January 14th read: 'Over the moon to share that Milo is going to be a big brother! Can’t wait to be a family of four in the spring. We’re all so excited.' Cat and Patrick, who have been married for five years, already have a two-year-old son named Milo. The couple live together in LA, but often come back to the UK. Image: Getty 
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Jacqueline Jossa and Dan Osborne

Ex-eastenders actress Jacqueline Jossa has revealed she is pregnant with her second baby with Dan Osborne. The couple are parents to their two-year-old daughter Ella, and Dan's four-year-old son Teddy from his previous relationship. The EastEnders actress confirmed the wonderful news in an interview with OK! magazine and admitted her second pregnancy has come as a "huge shock". Image: Getty 
Eva Longoria Expand Image Eva Longoria

Eva Longoria 

Desperate Housewives star Eva Longoria is pregnant with her first baby with husband Jose Baston at the age of 42. Her rep has confirmed it’s a boy, and the actress shared a cute snap of hands on her bump on New Year’s Day with the caption: ‘New year, new adventures! I’m so grateful to my beautiful family giving this new baby so much love already’. Image: Getty 
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Kate Middleton and Prince William 

The Duke and Duchess of Cambridge are expecting baby number three in April 2018. The next royal heir will arrive shortly before Princess Charlotte turns two on 2nd May and Prince George turns five on 22nd July. As with both her previous pregnancies, Kate Middleton suffered from Hyperemesis Gravidarum. Image: Getty 
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Miranda Kerr 

Miranda Kerr announced she was expecting her first child with her Snapchat founder husband Evan Spiegel in November last year. She is already mum to Flynn, 7 from her first marriage to Orlando Bloom. Image: Getty 
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Chrissy Teigen and John Legend 

In an adorable Instagram video featuring their 19-month-old daughter Luna, Teigen asked Luna what was in her belly, to which her daughter replied ‘a baby’. Teigen shared the video with the caption ‘it’s John’s!’ The star couple have been very open about their struggles to conceive before turning to IVF. Image: Getty 
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Helen George and Jack Ashton 

Call the Midwife stars Helen George and Jack Ashton are expecting their first baby this year. The star surprised everyone at the TV Choice awards with her bump. The co-stars have been dating for a year. 
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Giovanna and Tom Fletcher

The couple are expecting their third child in September 2018 and announced the pregnancy in the most adorable (and Fletcher!) was possible - a snow-tastic family video! 
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Declan Donnelly and Ali Astall

The pair announced they were expecting their first child admidst Ant's arrest for drink driving. Ali was Ant and Dec’s manager for ten years and later realised they had feelings for eachother before marrying in 2015. 

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Michael Bublé Luisana Lopilato

The two are parents to sons Noah, 4, and Elias, 2. News of their parents' upcoming arrival comes more than a year after Noah was diagnosed with liver cancer. He was underwent treatment in the United States.
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Vogue Williams and Spencer Matthews

The TV star, 32, is expecting her first child with former Made in Chelsea lothario Spencer Matthews. She accidentally revealed on tv that she is expecting baby boy! 

 

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