Pregnant Women can pee on an Ikea ad for half price on cribs

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.