Washington - IKEA has a new advertisement that is running in a Swedish magazine and asks women to pee on the page in order to learn about a discount.
Once a woman urinates on a strip in the ad, a discount is revealed only if she is pregnant, according to a story in Ad Week.
"Peeing on this ad may change your life," reads the promotion in the magazine Amelia, a popular women's magazine.
It continues: "This ad is also a pregnancy test. Pee on the marked area and wait a moment. If you are expecting, you will get a surprise right here in the ad."
The ad uses technology similar to what's in an at-home pregnancy test, according to Ad Week.