You read the ad right, IKEA is asking you to "pee on this ad" in the headline, as it "may change your life".
The Swedish furniture giant's first magazine advertisement of 2018 in Sweden has created a discussion storm in the creative industry, as it asks readers to urinate on its ad featured in a Swedish women's magazine and in its latest Sweden catalog.
If the test is positive, a reduced price for a crib will be revealed as part of the Ikea Family Discount.
Watch the video to see how it works:
The ad, first reported in Adweek, is developed by Swedish advertising firm Åkestam Holst and biotech startup Mercene Labs, who used the pregnancy test strip as a starting point, and applied the same technology to detect antibodies that bind to the pregnancy hormone "hCG", resulting in a colour change.
The lab also claimed that technical advancements made during the work with the campaign have the potential to improve medical diagnostics.
IKEA is not the first company that plays with "urination" in its advertisements. In 2001, Animal Planet placed ads that had dog urine scent at the base of lamp posts to grab dogs' - an in turn a human's - attention to promote a dog awards show.
Still, the ad has won much applause from the creative industry, with many calling it a genius idea. "Heres some #tech for you #CES2018! " wrote a tweet.
But others begged the question, which poor frontliner will be handling the peed-on tests?