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New IKEA Magazine Ad Is Also a Real Pregnancy Test

If the ad says you're pregnant, you get huge savings on your baby's first crib.


To promote its new Sundvik crib, IKEA has unveiled an incredibly innovative and slightly weird magazine ad that doubles as a pregnancy test. Using the same technology found in off-the-shelf pregnancy tests ⏤ so just pee on it⏤ the ad reportedly will let couples know whether or not they are expecting. Yes, really. Why would anyone ever pee on an IKEA magazine ad instead of simply using a real pregnancy test? Because they could end up saving $500 on their baby’s first crib.

Simply find a copy of the Sundvik crib ad, sprinkle a bit of urine at the bottom section, and wait a couple minutes for the results. If you or your partner are pregnant, then a secret discount will appear and the crib suddenly only costs $495. It’s like invisible ink but a whole lot more bizarre. It’s all explained in a new commercial the company is airing to help clear up any confusion.

At first, the whole Sundvik campaign sounds like a really bad sequel to Willy Wonka and the Chocolate Factory. But instead of kids uncovering golden tickets to a chocolate factory, adults are peeing on magazines to save cash on baby gear. Strange as it may seem, however, you have to admit it’s a pretty genius way for IKEA to get parents buying from them instead of their competitors. Plus, urine is sort of sanitary so there’s no risk of IKEA employees being exposed to weird diseases or anything like that, right?

The only downside? The ads are only running in Amelia Magazine in Sweden. So unless you’re planning a potential babymooon to Stockholm in anticipation of getting preggers, or know somebody who can send over a copy, CVS is still your best bet for a First Response. How do you say bummer in Swedish?