Real life doesn’t always happen in ways that make happy or funny ad scenarios, although advertisers like to pretend that their products are part of those. Åkestam Holst, has been making Ikea part of the more uncomfortable side of real life – divorce, teenage children, single parenting – in its Where Life Happens TV campaign for more than a year.

In print, Ikea has taken a different approach. Often making the most of carpe diem opportunities. Its Balenciaga blue bag ad, for example, won awards. Its Leonardo da Vinci ad might.

Now Åkestam Holst has given Ikea a different kind of carpe diem. A print ad that makes Ikea part of one of life’s most important milestones – getting pregnant. Of course that’s very useful to Ikea also. If you’re pregnant you will probably need new furniture. You will at least need a cot, which is featured in the ad.

The ad, which is running in top Swedish women’s magazine, Amelia, features Ikea’s Sundvik crib but it also features a pregnancy test. (Female) readers pee on the marked strip at the bottom of the ad and of they’re pregnant, the crib’s price on the ad will be reduced (to the price for members of the Ikea Family club).

Ikea and Åkestam Holst worked with medical technology lab, Mercene Labs, to develop the ad, which used an enhanced version of the technology in typical pregnancy test strips.