IKEA is giving a discount to pregnant women who pee on their magazine advert.
The Swedish brand are encouraging ladies carrying babies to urinate on a promotion in Amelia magazine - one of the country's most widely-read women's magazines - because a positive result will give them £35 off a Sundvik cot.
The advert says: "Peeing on this ad may change your life."
It added: "Pee on the marked area and wait a moment. If you are expecting, you will get a surprise right here."
Patrik Nygren-Bonnier, IKEA marketing manager, is quoted by Sky News as saying: "Of course everyday life can be dull at times, but it also contains those magical, life-changing moments. We want to be right there when they happen, and through the 'where life happens' campaign we take that idea all the way. What could be more true to this than the moment of creating life?"
A positive result will show up if the advert test detects Human Chorionic Gonadotropin (hCG) - a hormone found in pregnant women - in the urine.