A pregnancy test…

When a print ad turns into

This is such an unexpected approach to the use of print media. IKEA is offering a discount to couples moving into a new phase of their lives: having a baby. The catch is, the mother has to pee on the ad to receive the product promotion.

Conceived by Swedish agency Åkestam Holst, an Ikea ad shows an image of a baby bed, the ‘Sundvik’ crib and its retail price with the text: “Peeing on this ad may change your life.” The body text goes on to explain that this ad is actually a pregnancy test where reader is asked to urinate on the marked area and wait a moment. The strip on the ad at the bottom is made of similar material found in at-home pregnancy tests. If the result is positive, a surprise--a special lowered price on the promoted model-- awaits the soon to be mother.