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.
Genius idea from Ikea - Ad doubles as a pregnancy test. If you’re pregnant, peeing on the ad reveals a special discounted price on cots. pic.twitter.com/kWuJfOwpIX— Andrew Bloch (@AndrewBloch) January 10, 2018
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: The celebrities expecting in 2018
Corrie's Fiz Brown, a.k.a. the fabulous Jennie McAlpine is expecting her second baby with husband Chris Farr! She recently revealed that her son Albert has been chipping in a few ideas for names... He wants to name the baby Chase or Marshall after the Paw Patrol characters! We are so excited for this lovely family to welcome their new baby later this year.
The former TOWIE star and his wife both cried when they discovered the exciting news and have revealed they're going to keep their baby's gender a surprise.
Despite not finding out the sex of their little one that hasn't stopped Elliott from guessing, speaking to OK! magazine, Sadie explained: "He was looking on the scan trying to see if he could see a willy."
Model Kate Upton announced her pregnancy with husband Justin Verlander in an adorably subtle Instagram post. Kate, who's expecting her first child, simply captioned her snap '#PregnantInMiami". Miles away from Beyonce's blooming photoshoot which broke the internet.
The Lizzie McGuire actress
The Lizzie McGuire and Younger actress shared the exciting news on Instagram with the caption:
"Guess what guys! @matthewkoma and I made a little princess of our own and we couldn’t be more excited!!!!!!🤰🏼"
Hilary joked that she was letting son Luca chose the name for her new arrival. The name he's chosen you ask? Cofant Croissant.