Once a woman urinates on a strip in the ad, a discount is revealed only if she is pregnant, according to a story in Ad Week.
"Peeing on this ad may change your life," reads the promotion in the magazine Amelia, a popular women's magazine.
It continues: "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."
The ad uses technology similar to what's in an at-home pregnancy test, according to Ad Week.
It is unclear if the woman has to bring the pee-soaked ad into the store to get the rebate. Ad week writes that it may be "a bit gross. . .but there's a fun twist."
Ikea's emailed response? "IKEA products are inspired by life itself, and are all a big part of the everyday life at home. Life contains those magical, life-changing moments, and IKEA wants to be right there when they happen. This ad was created as part of the 'where life happens' campaign for the Swedish market only and has been published in a limited edition of the Swedish magazine Amelia. There are no plans to place this ad in other markets, including the U.S."
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