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Photo of @Adweek on Twitter Ikea’s first new ad for 2018 is interactive. The ad, running in Amelia Magazine, one of Sweden’s most influential magazine’s for women, features a popular item – a crib – and a message that might draw a double take, CBS Los Angeles reports. “Peeing on this ad may change your life.” The ad doubles as a pregnancy test. And if the ad does determine the adventurous reader is pregnant, then the now-positive pregnancy test/ad will reveal a coupon. The concept has some doubters on social media. But the idea was mostly met with skepticism for the logistics of using the so-called coupon. https://twitter.com/tricina/status/951144084156039168 https://twitter.com/rebelremus/status/951145848976572416 All the respect for IKEA for putting out free pregnancy tests but like… Y'all couldve done it in a more sanitary way https://t.co/woPMq2ltPT — alicia (@aaliciaellenn) January 10, 2018