Pee on this Ikea ad for a surprise

Whether it’s genius or gross, you gotta admit that this magazine ad from Ikea suggesting one pees on it for a surprise is at least gutsy. Conceived by Swedish agency Åkestam Holst in collaboration with Mercene Labs, the full-page ad—running in Swedish women’s magazine Amelia—shows an image of a crib and its retail price with the following text:

Peeing on this ad may change your life. This ad is also a pregnancy test. Pee on the marked area and wait a moment. If you are expecting, you will get a surprise right here in the ad.

At the bottom of the page is a rectangular box. This is where you pee. After a few minutes, the “surprise” appears above it in red ink. What on earth could this surprise be, you ask? Well, it’s that you’re going to have a baby, aka your life is about to change.

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. Simply present the pee-paper to the cashier on your next trip to the furniture store, I guess? Watch how it works here.

Via: Adweek (h/t The Cut)