IKEA's latest advert doubles as a pregnancy test. Designed by Swedish agency Akestam Holst, pregnant mothers can score a discount on the Sundvik crib by peeing on the ad, which reveals a discounted price if the result reads positive.
Thankfully, pregnant women aren't expected to hand over soggy magazine pages to receive the discount. The 50 percent off is available to all members of IKEA family, so the advert is more of a clever gimmick to remind people to sign up to the membership scheme.
Akestam Holst told AdWeek : "In order to make the interactive functions of this ad work in reality, we had to make several technical advancements.
"The pregnancy test strip was used as a starting point, which relies on antibodies that bind to the pregnancy hormone hCG, resulting in a color change."
For those eager to test it out, there's bad news, as the ad is only being featured in a Swedish women's magazine. Currently, there are no plans to bring it to the U.S.
In other design news, Uber’s self-piloting air taxi is finally in the works.