A PREGNANT PAUSE AT IKEA

Ikea is getting into the free pregnancy test business.

The test, Bloomberg reports, is embedded in an ad found in Swedish women’s magazine Amelia.

Developed in association with Swedish ad agency Akestam Holst and Mercene Labs, the ad looks like an ordinary promotion for a baby crib from the furniture and home goods store. But it’s raising a few eyebrows with its rather crude slogan: “Peeing on this ad may change your life.” Underneath the pictured crib is a strip to perform the test — utilizing the same kind of technology used in standard pregnancytest kits found in pharmacies.

Women whose urine sample tests positive will receive a 50-per-cent discount on a new SUNDVIK crib, which retails for roughly US$120. The campaign is limited to the Swedish market only.