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Much to the dismay of many, Ikea is not Swedish for common sense (that would be “sunt förnuft”). But if you’ve ever wrestled, worked up a sweat and swore while attempting to put together a Hemnes dresser or Malm bed frame, you knew it wasn’t true anyway. But the largest furniture retailer in the world is looking very sensible indeed with its latest ad.

The brand is promoting its Sundvik crib with an ad that asks women to pee on it. Sounds kind of gross but it’s actually pretty fascinating.

The revolutionary ad — which, according to AdWeek, is running in Amelia, one of Sweden’s most influential magazines for women — is made with a test strip on the page that uses the same technology as pregnancy tests. Tear the page out (unless you want a really big mess), go into the bathroom (please) and do your business. It takes a couple minutes, but if you’re pregnant you’ll know, though not by a line or a plus sign or some other symbol that may or may not confuse you. Rather, if you are expecting, the ad will reveal a revised price for the crib. And not just any discount; 50% off, from 995 (Swedish krona, which is $153 Canadian) to 495 ($76)! Not only will you have a bun in the oven, but you can leave with a pack of cinnamon buns from the store AND save a bundle on a Sundvik crib.

Brilliant, right? Though how will the cashiers deal with all the women lining up to purchase their cribs (Malm bedframes, Lack tables and Mammut stools)? That’s a lot of pee-soaked crib coupons. Shudder. Perhaps Ikea could’ve included an Istad (one of their plastic freezer bags) to put them in. Or perhaps this is one of those purchases you save for self-checkout.

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