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Um, This New Ad from Ikea Doubles as a Pregnancy Test
IKEA SWEDEN AND ÅKESTAM HOLST

Well, here’s something different. The makers of chic, affordable furniture (and ah-mazing meatballs) have entered the pregnancy-test market. Sort of.

A new print advertisement for an Ikea crib is also a pregnancy test. Yep, the Swedish flat-pack furniture makers are asking women to pee on their ad. And if you’re pregnant, the ad will reveal a special discounted price on said crib (the Sundvik, in case you were wondering).

The only catch is that the ad is currently running only in Amelia, a popular Swedish magazine for women.

Gross or genius? We can’t decide.

RELATED: Pregnancy Tests Are About to Become So Much Better

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