A pregnancy test has been set at the bottom of a page in Ikea's new advertising catalogue, which encourages potentially pregnant women to urinate on it.
The ad highlights a 50 per cent discount coupon on cribs should the test return a positive reading.
With the headline, “peeing on this ad could change your life”, the ad, placed in company's lifestyle magazine Amelia, uses the same technology as a conventional pregnancy test.
The furniture giant said the promotion was an attempt to integrate the company into people’s lives at “magical, life-changing moments,” according to the UK publication, Evening Standard.
“We want to be right there when they happen,” the company said.
“What could be more true to this than the moment of creating life?”
The discount is only redeemable by bringing the ad into an outlet in Sweden.
Not everyone has been convinced, with some people questioning how Ikea staff would accept the ads.
But many have been impressed by Ikea’s ingenuity.
The ad was created by Swedish advertising agency Akestam Holst, which work with Mercene Labs to bring the unique idea to life.
The company has garnered attention for their previous campaigns for the retailer, including a 2016 ad that featured a divorced couple.
