IKEA is offering discounts to pregnant women who urinate on an advert to reveal a "surprise".
The Swedish furniture giants has taken out a commercial in Swedish magazine 'Amelia' - one of the country's most popular women's publications - that encourages expecting mothers to wee their way to winning money off a cot.
The promo reads: "Peeing on this ad may change your life... It adds: "Pee on the marked area and wait a moment. If you are expecting, you will get a surprise right here."
If a hormone called Human Chorionic Gonadotropin (hCG) is detected on the patch of the page, then the price of a Sundvik cot is taken down from 995 Swedish Krona (£90) to 495 Krona (£45).
IKEA's marketing manager Patrik Nygren-Bonnier said:"IKEA's products are inspired by life itself, and are all a big part of the everyday life at home.
"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?"