Welcome to 2018 — the year where companies like Ikea have decided to abandon the old, tired, advertisements of years past in favor of more interactive ideas. The Swedish furniture brand's new pregnancy ad (yes, you read that correctly) is making headlines for requiring its pregnant shoppers to pee on it in order to unlock a discounted crib.

The popular home brand recently released a magazine ad that reads, “Peeing on this ad may change your life.” Now, we're not sure about you, but peeing on a magazine hardly seems like a reasonable thing to do — let alone something that will change our lives. But, alas the ad continues with directions for the reader: "Simply pee on the marked area” and “wait a few minutes.” Then the ad will reveal if you’re expecting. If you are pregnant, you can buy Ikea's SUNDVIK crib for a discounted price.

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“In order to make the interactive functions of this ad work in reality, we had to make several technical advancements,” Åkestam Holst, the marketing agency behind the ad explained. “The pregnancy test strip was used as a starting point, which relies on antibodies that bind to the pregnancy hormone hCG, resulting in a color change."

The interesting ad even made it to late-night TV. Host Jimmy Kimmel included it on his show explaining, "Allow me to present what is either the most creative or repulsive ad for baby furniture of all time." But, he aptly pointed out that only pregnant people are purchasing cribs anyway. “If you’re not pregnant, why would you even buy a crib, you weirdo?” LOL! Keep scrolling to see the best reactions to the IKEA pregnancy ad!

Well, you definitely get major points for creativity Ikea. What will they think of next?