“Peeing on this ad may change your life,” promises Ikea in a new print campaign. It may be the first time in advertising history that such a promise is actually an understatement.

In a new print ad developed by the agency Åkestam Holst, expectant mothers are urged to urinate right on the paper. And if they’re pregnant? There are no red or blue lines to squint at. There’s simply a new price under the old one: 50% off a new crib appears right on the page for Ikea Family members. On the minus side, it seems you still have to sign up for the Ikea Family discount to get the deal. On the plus side, that saves you from handing a pee-soaked piece of paper to anyone at Ikea.

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