Ikea wants women to pee on its new ad for a crib

In a promotion seemingly straight out of a Nathan For You episode, Ikea just launched a new ad campaign that's genius, hilarious, and also wonderfully gross.

According to AdWeek, a new print advertisement for the company's Sundvik crib wants prospective customers to do something a little more than just read it: it wants women to pee on it.

That's because the ad is actually a pregnancy test. Or rather, it uses the same technology as a pregnancy test strip to reveal whether a woman's urine indicates that she is pregnant.

If a woman gets that, um, golden ticket, the ad reveals a discount on the crib. So uh, good news: you can save money on your new baby's new bed! Bad news: you just signed up for the hundreds of thousands of dollars necessary for raising a child. Hooray?

The ad comes from Swedish agency Åkestam Holst, and was created in partnership with Mercene Labs.