Ikea's New Ad Will Tell You If You're Pregnant

Between its humorous takedowns of Balenciaga and Leonardo da Vinci, Ikea has been coming out with some jaw-droppingly creative ads as of late. But this new one just takes the cake. We need a minute to even process what is going on here: Ikea wants us — their loyal customers — to pee on a magazine ad that was dreamed up by the Swedish design agency Åkestam Holst, according to Dezeen.

Allow us to explain: There's a strip on the new ad, which runs in Sweden, that functions as a pregnancy test (futuristic technology courtesy of the chemical manufacturer Mercene Labs, according to Dezeen). Yes, this means it's your (or your lady's) duty to pee on it. If you then see the reduced "Ikea Family" price for a Sundvik baby crib magically appear in red underneath the original price, well, urine for a surprise. This means you're pregnant. Can you just imagine the executives behind this thing sitting somewhere in their Poang chairs, peeing their pants at the thought of us peasants urinating on their ads?

We're absolutely on the edge of our (toilet)seats to see what Ikea will come up with next.