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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1) Kiera Knightley and James Righton 

The 34-year-old actress debuted her baby bump at the Chanel Cruise 2020 show in Paris with husband James Righton. The pair already have a four-year-old daughter named Edie.
 
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2) David Tennant and Georgia Moffett

Number 5 is on the way! Former Doctor Who star, David Tennant announced he and wife Georgia Moffett are expecting their fifth child as the news broke out backstage on The Late Late Show with James Corden. Congratulations!
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3) Nick Carter and Lauren Kitt Carter

Backstreet Boy Nick Carter and his wife Lauren Kitt, are now expecting a baby this year. Nick shared their exciting news in an Instagram post two weeks ago: "Thank You God for giving us the greatest gift we could ever ask for 🌈. #pregnant#werepregnant #babykisses#happiness #family" 
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4) Blake Lively and Ryan Reynolds 

The couple announced their news on the red carpet when Blake stepped out alongside her husband at the New York City premiere of Pokémon: Detective Pikachu, showing off a massive baby bump. The pair have two daughters James and Inez. 

 
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5) Benedict Cumberbatch and Sophie Hunter

Benedict Cumberbatch and his wife Sophie Hunter are expecting their third child in 2019! Neither of the pair have confirmed the news, but reports surfaced in September 2018 after the Emmy Awards where it was suspected Sophie's dress hinted at a baby bump and had been custom-made.

The 42 year old actor already has two young sons, Christopher Carlton who is three-years-old and Hal Auden who is one.
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6) Dominic Lever and Jess Shears 

The recently wed Love Island couple are expecting a baby! The pair annouced the news on Instagram and remarked how their relationship has blossomed since they met two years ago on the ITV show. Her adorable pregnancy annoucement was captioned 'The best is yet to come 🤰🏽👼🏽' Awww. 
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7) Myleene Klass and Simon Motson

TV presenter and former Hear'say singer Myleene Klass is pregnant with her third child. Myleene already has daughters Ava, 11 and Hero, 8.

This will be her first child with her partner Simon Motson. Myleene announced the news on Instagram on Valentines day 2019. She posted a photo of her baby bump with caption '❤️'.
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7) Gemma Atkinson and Gorka Marquez

Actress Gemma Atkinson is pregnant and expecting her first child with Strictly Come Dancing star Gorka Marquez.

Gemma announced the news on the 1st February 2019, sharing an adorable photo of her two dogs Norman and Ollie with the message 'And what Amazing big brothers they will be! Myself & Gorks are beyond excited and happy and feel incredibly blessed to be meeting our new family member later this year. Baby Marquez!!! We love you loads already ❤️🤰 @gorka_marquez'.

Gemma and Gorka met on the 2017 series of Strictly Come Dancing and although they weren't partners they struck up a romance which they announced officially in December 2018.
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8) Alesha Dixon and Azuka Ononye

The BGT judge announced she was 'over the moon' to be carrying her second child. The 40 year old songstress welcomed her first child with her husband in 2013, named Azura Sienna. 
She had previously voiced her plans for a big family and had said, "I don't know whether it will happen given my age but I adore the idea of a large family and I hope I will be lucky.

"The love I feel for Azura is so pure and unconditional. The main thing is to enjoy her in the present and be philosophical about the future, because what will be will be."
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9) Jordan Banjo and Naomi Courts

Both Banjo brothers are expecting babies in 2019! The Greatest Dancer presenter and Diversity member Jordan Banjo is expecting his second child with his girlfriend, Naomi Courts. The couple already have a son, Cassius, who was born in May 2018. 

Jordan announced the news on Instagram, writing: "CASSIUS IS GOING TO BE A BIG BROTHER! Genuinely never felt more blessed, last year having Cassius was the best thing that’s ever happened to me and @naomiella21, being a dad is genuinely the best job in the world and now we’re going to be mummy and daddy to another little bubba later this year! @naomiella21 I’m so proud of you and the amazing mum/partner you are. Can’t wait for the rest of this year and the crazy adventure of our little family getting that bit bigger!".
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10) Deliciously Ella and Matthew Mills

Our fave plant-based food blogger Ella Mills (better known as Deliciously Ella) has announced she is pregnant. Ella took to Instagram to share the news with her loyal 1.4 million following, captioning the photo:
“Baby Mills coming in August ❤️❤️❤️😱😱😱🎉🎉🎉✨✨✨🤰🏻🤰🏻🤰🏻
“We’re completely over the moon and just feel like the luckiest people in the world 💖”

She and her husband Matthew Mills will welcome their 1st baby in August 2019!
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11) Jenson Button and Brittny Ward

Formula One star Jenson Button, 38, announced this January that he is soon to become a 1st time dad. His gorgeous fiancée, model Brittny Ward, is reportedly pregnant!

Breaking the news on Instagram, Jenson wrote:
“Brittny & I are Delighted to announce the new edition to the family currently having his first seat! Look how comfy he looks! 😍👶🏼#babybutton”

We're guessing it's a boy then! Very exciting news.
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12) Krysten Ritter & Adam Granduciel

Wow! We were not expecting this when Krysten stepped out onto the red carpet for the 2019 Oscars. 

The Jessica Jones actress shared photos on Instagram on February 25th after the awards ceremony with the caption, “Surprise!!! #oscars ❤️.”  

She's been keeping her followers up-to-date with her some gorgeous bump photos since.
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13) Marnie Simpson and Casey Johnson

Former Geordie Shore star Marnie Simpson, 27, announced she was expecting her first child with on-off boyfriend Casey Johnson, 24. 

She took to Instagram to share the exciting news with her 3.3 million followers, captioning a picture of a pregnancy scan with: "Baby Johnson, see you in October baby, can't wait to meet you."
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14) Mario Lopez and Courtney Mazza 


  Soon to be a 'team of 5', Mario Lopez and 'Extra' host Courtney Mazza announced they are expecting baby number 3 in an Instagram video on January 11. The couple first met in 2008 when they both starred in 'A Chorus Line'. The pair already have 8-year-old daughter, Gia and 5-year-old son, Dominic. 
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15) Hayley Tamaddon

Coronation Street and Emmerdale actress Hayley Tamaddon announced in April 2019 that she will be expecting her first child with boyfriend Adrian. The former Dancing On Ice star was overjoyed to show the wonderful news to her followers on Instagram.

Sharing a gorgeous photo with her growing bump she said: "EXCITING NEWS TWEET!! I’m so pleased to tell you all... I’m expecting my first child with my wonderful boyfriend Adrian!! 👶🏻 I’ve always wanted to be a mum and didn’t think I could have children. And now, at the ripe old age of 42 - I’M PREGNANT! 
And We couldn’t be happier. 💖"
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16) Lauren Conrad and William Tell

The former 'Hills' star and designer, Lauren Conrad, and husband William Tell, are expecting a new addition to the family in 2019! 💘 Holding her bump in an Instagram post on April 2, she revealed:"It's been hard to keep this one to myself! Very excited to share that our family will be getting a little bigger this year 👶🏼" The couple's new baby will join big brother Liam, who was born in 2017.
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17) Belle Lucia

Model Belle Lucia announced that she was 4-months pregnant with her boyfriend, sharing the news to her 1.3 million followers.

The Pretty Little Thing Model captioned the photo: "So 1 + 1 really does equal 3? Mum + Dad #comingsoon #4monthspregnant #librababylikeme #stillmodelling P.s Not April fools. It's the 2nd here in the UK."

While we don't know the due date, we do know this baby will be genetically blessed! 

 

 
 
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