IKEA is always at the forefront of innovative advertisements, although their latest marketing technique appears to be making a splash for all the wrong, and quite bizarre, reasons.
As part of a recent promotional campaign for baby cribs, the Swedish retailer is encouraging possibly-pregnant women to piss on a catalogue listing, which may then reveal a cheaper price.
The unique advert, designed by creative agency Åkestam Holst, was published in a women's magazine this week on paper that contains similar technology to a pregnancy test.
Readers are asked to follow the instructions and simply "pee on the marked area". And if you are an expectant mother, after a few minutes, it will reveal a discounted price on cribs.
"Peeing on this ad may change your life," the printed campaign states.
It was created in collaboration with Mercene Labs, who say it used a pregnancy test strip as a starting point, using the same technology to detect antibodies that bind to the pregnancy hormone.
The lab also seems to think the "technical advancements made during work with this campaign have the potential to improve medical diagnostics."
Surprisingly, however, this isn't the first time a company has used piss to push products.
In 2001, Animal Planet put urine-scented adverts at the bottom of lampposts to attract dogs – whose owners would then see a larger ad at their own eye level, according to Adweek.