If they're pregnant, a discounted price for a crib magically appears. The clip was aptly titled "Pee on this ad".
It continues: "This ad is also a pregnancy test. Pee on the marked area and wait a moment".
A new advertisement by IKEA, running in a Swedish magazine is weird for all the wrong reasons. The world's biggest furniture retailer in 2016 ran a series of ads called "Where life happens", in which it touched on topics such as divorce and single-parent households.
Many tweeted that Ikea was "literally taking the piss". Contrary to popular belief, the ad is not a coupon; you don't need to bring it into the store with you to receive the discount.
One person joked about the conversation that must have taken place during the brainstorming session for the ad.
We have worked on the ad for nearly a year, believe it or not, and our client, IKEA Sweden, has been really supportive during this process.
The ad even made it onto the Jimmy Kimmel Live! television show in the US.
Its latest venture has been helped by Mercene Labs who revealed it had used the pregnancy test strip as a starting point and used the same technology to detect antibodies that bind to the pregnancy hormone HCG, resulting in a color change. Swedish agency Åkestam Holst, who created the advert, said the hard part was linking the bottom of the page (where you put your urine) to the area where your discount price will be revealed.