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
Sophie Ellis-Bextor is about to become a mum of five. The 39-year-old singer, best known for hits like Murder On The Dancefloor and Catch You, announced the news on the radio. Sophie and husband Richard (of the band The Feeling) have four sons together: 14-year-old Sonny, 9-year-old Kit, 6-year-old Ray and 2-year-old Jesse.
Sophie Ellis-Bextor and Richard Jones
She's expecting on January 11, the same day as her seventh album release.
35-year-old Billie Piper is expecting her third child, her first with boyfriend Johnny Lloyd. Billie's previously spoken of her desire to have lots of kids, she already has 2 sons, Winston and Eugene, with ex-hubby Laurence Fox. She's likely to give birth early 2019!
Billie Piper and Johnny Lloyd
Richard Gere and his wife Alejandra Silva are 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. In September, Alejandra was thought to be 5 months pregnant...so their little one should be with us in January.
Richard Gere and Alejandra Silva
April Love Geary announced her second pregnancy with Robin Thicke on instagram through an adorable post of her now 6-month-old daughter, Mia playing with a sonogram. She wrote: “Well someone is going to be a big sister next year! We’re so excited to share with y’all that I’m expecting again!” April is due on hubby Robin Thicke's birthday, 10 March.
Robin Thicke and April Love Geary
On 15th October 2018 Kensington Palace officially confirmed the news that Prince Harry and Meghan Markle are expecting their first child. They will welcome their little bundle of joy into the world in Spring 2019.
The Duke and Duchess of Sussex, Prince Harry and Meghan Markle
Amy Schumer is pregnant with her first child and she announced it in the best way! She announceed it on Instagram on 23rd October 2018 with a photoshopped picture of her and her husband Chris Fischer's faces on a picture of Meghan Markle and Prince Harry.
Amy Schumer and Chris Fischer
Her caption told fans to visit the Instagram page of political journalist Jessica Yellin, where the announcement was made, amid drawing attention to the importane of the US midterm elections.
Amy said to the Los Angeles Times "Chris and I are thrilled and almost positive he's the father. I look forward to competing with Markle every step of the way". Her baby will be due around the same time as Megan's, so we predict May 2019 is likely.