This is not the first time Åkestam Holst and Ikea have received attention for their advertisements.
The ad's designed so that you can tear off the pregnancy test - a blank white square at the bottom of the ad - and take it into the bathroom with you.
If a pregnant woman pisses on the strip, it'll reveal the company's family discount for the crib.
Speaking to AdWeek, the agency said "In order to make the interactive functions of this ad work in reality, we had to make several technical advancements".
Swedish ad agency Åkestam Holst created the ad in collaboration with Mercene Labs, a chemical manufacturer in Sweden.
According to the company who put together the strip used in the ad - Mercene Labs - the technical advancements they made while trying to put together the strip for the ad has the potential to improve medical diagnostics.
"Sure, there are lots of ads you'd love to pee on". If you are expecting, a new, discounted price for the crib will appear in red below the original amount.
The advertisement, which was made by Swedish ad agency Åkestam Holst and featured in Adweek, is now running in Swedish women's magazine Amelia. "It's a stand out creative idea and unique use of print, which you hardly ever see nowadays, that will no doubt create a lot of buzz", she says.
The ad's being featured in Swedish women's mag Amelia but just how many are going to be prepared to bring a piss-stained sheet into the store for the sake of a small discount is anyone's guess.