Swedish retailer IKEA is issuing pregnancy tests on magazine ads to promote a special offer on their furniture.
The advert is running in Amelia, an influential women’s magazine in Sweden, and it contains a strip on which readers can dab their urine.
Should they be pregnant, the strip will reveal a 50 percent discount coupon on a new crib.
The creative ad was dreamed-up by Swedish advertising firm Åkestam Hols in collaboration with Mercene Labs, a technology start-up.
An IKEA representative in Italy told Euronews: "The advertisement is only related to Sweden and appeared in a limited edition magazine, not all copies contained it."