An advertisement for cribs devised by Swedish ad agency Åkestam Holst and Mercene Labs, part of the page is treated with a special chemical that turns the ad into a pregnancy test. If the test comes out "positive" (Congrats!), it reveals a coupon that can be exchanged at an IKEA store for a discount off of a crib. The winners: expectant parents. The losers: IKEA cashiers that have to handle urine-drenched coupons.