The bottom of the ad uses a similar technology to your standard pregnancy test, except rather than seeing a simple "yes" message when it detects your pregnancy, the page will give you deals, AdWeek reports.
The store says that a positive pregnancy reading will result in a discount of 50 per cent off.
Ikea, being so thoughtful and all about "Where life happens", including those big milestones like peeing on a magazine to find out if you're pregnant, will give you a significant discount on the crib.
"Peeing on this ad may change your life", the ad's headline reads. If you are expecting, a new, discounted price for the crib will appear in red below the original amount.
In order to make the interactive function of this ad work, the agency had to make several technical advancements. But if one has to physically present a urine-soaked ad to a cashier, they better throw in some free hand sanitizer in the deal. The creators explained: "The pregnancy test strip was used as a starting point, which relies on antibodies that bind to the pregnancy hormone hCG, resulting in a colour change".
According to AdWeek, the print advertisement for the company's Sundvik crib is actually a pregnancy test.
The ad was created in collaboration with Mercene Labs. "Technical advancements made during the work with this campaign have the potential to improve medical diagnostics".
'Careful selection of materials, together with a controlled capillary flow have been crucial for the success of this project.