Scandinavian furniture giant Ikea has released a bizarre new magazine ad which asks women to pee on it.
The advertisement is for baby cribs. Down the bottom is a strip which uses similar technology to a pregnancy test.
However when dabbed with urine, instead of seeing a 'yes' message the page will reveal a coupon for a furniture discount.
"Peeing on this ad may change your life," the ad's headline reads.
"If you are expecting, you will get a surprise right here in the ad."
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The coupon offers expectant mothers around a 50 percent discount.
"You don't have to hand in any ad with urine on it or anything," Ikea Sweden spokesman Magnus Jakobsson told CNBC in an email.
"Simply join IKEA's Family Club."
The ad came from Swedish agency Akestam Holst, and is running in Amelia magazine, a women's publication in Sweden.
"In order to make the interactive functions of this ad work in reality, we had to make several technical advancements," Akestam Holst said in a statement.
"The pregnancy test strip was used as a starting point, which relies on antibodies that bind to the pregnancy hormone hCG, resulting in a colour change.
"For scaling up of this technique and adopting it to the physical format of a printed ad, Mercene Labs has used their experience in development of surface active materials for microfluidics and medical diagnostics."