The magazine Ikea ad, running in Sweden, encourages the reader to pee on it. If she does so, and is pregnant, the ad reveals previously invisible text offering a discounted price on a crib—using similar technology that pregnancy tests use to show a positive result.
Reaction has been mostly positive—the ad is undeniably clever, after all, and has gotten a huge amount of attention.
The discount is available to all members of the Ikea Family program. The ad really functions more as a simple, free pregnancy test—and encourages readers who are pregnant to join Ikea Family and reap the benefits.