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) Lydia Bright

It's good news for TOWIE's star Lydia Bright as she revealed her baby news on August 19. The reality star wrote on Instagram: "Surprise! Yes, I’m having a baby 👶🏼 ... I’m so excited. For the full story pick up a copy of @hellomag which is out on sale tomorrow with the full shoot and interview." 
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2) Anna Williamson

Celebs Go Dating presenter, Anna Williamson is expecting again with husband Alex Di Pasquale. She revealed on Instagram: "Ok, so some of you have spotted my slightly fuller figure of late 😆 - I haven’t just been eating all the pies (but I have certainly consumed a fair few with cravings) 

Well, there’s a reason...my lovely husband and I, and Vincenzo, are expecting our 2nd baby 👶 later in the year. We are absolutely overjoyed 💕"
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3) Jeremy Kyle and fiancée Vicky Burton

Jeremy Kyle and his fiancée Vicky Burton are expecting their first baby together. 
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4) Ashley Graham and Justin Ervin

Supermodel Ashley Graham is going to be a mum with Justin Ervin. She wrote on Instagram with a video of the pair: "Nine years ago today, I married the love of my life. It has been the best journey with my favorite person in the world! Today, we are feeling so blessed, grateful and excited to celebrate with our GROWING FAMILY! Happy anniversary, @mrjustinervin ❤️ Life is about to get even better. 😘"
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5) Anne Hathaway 

Anne Hathaway is now expecting baby number 2. Anne and her husband Adam Shulman had their first child named Jonathan in 2016.

Anne shared the news on Instagram: "It’s not for a movie...⁣⁣#2⁣. All kidding aside, for everyone going through infertility and conception hell, please know it was not a straight line to either of my pregnancies. Sending you extra love 💕" 
 
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6) Natalie Imbruglia 

Australian singer Natalie Imbruglia has revealed that she is expecting her first baby. First she announced her new record deal on Instagram, and then said: "And as you can see from the pic.. there is another announcement... (no I haven’t swallowed a watermelon).

I’m expecting my first child this Autumn. For those of you that know me, this has been something I have wanted for a very long time and I’m blessed that this is possible with the help of IVF and a sperm donor-I won’t be saying anything more on that publicly.

I’m so excited about this next adventure... a new album and I’m going to be a mum! 🎶🤰🏻🎉😍❤️✨" 
 
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7) Chance the Rapper and Kirsten Corley 

Chance and Kirsten who married in March are expecting baby number 2 in September. In an Instagram post he said: "New baby droppin September" captioning a screenshot of his notes on his phone that said:

"We pregnant again
Its a girl
JESUS CHRIST
WE LOVE YOU GOD"

Congratulations!
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8) 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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9) 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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10) 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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11) 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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12) 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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13) Johnny Galecki and Alaina Meyer

Big Bang Theory star Johnny Galecki and his girlfriend Alaina Meyer announced they're expecting their first baby.

Johnny said to his followers: "We are absolutely over the moon to announce that we will soon be welcoming a little one into this crazy and wonderful world."
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14) 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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15) 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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16) 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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17) 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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18) 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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