Ikea’s newest advert has a rather odd request for women.

Created by Swedish agency Åkestam Holst, the new ad featured in Amelia magazine asks them to pee on the ad - and if they're pregnant a special discount code on cots will be revealed.

Doubling as a free pregnancy test, the new ad, which reads, “Peeing on this ad could change your life,” uses technology similar to those found in pregnancy-test kits - and it is quite ingenious.

The store says that a positive pregnancy reading will result in a discount of 50 per cent off.

According to the agency, getting the technological aspect of the ad took some work. However, “The pregnancy test strip was used as a starting point, which relies on antibodies that bind to the pregnancy hormone hCG, resulting in colour change.”

Additionally, “Careful selection of materials, together with a controlled capillary flow have been crucial for the success of this project.”

Since the ad has been released, people have taken to social media to discuss it - and a majority are impressed with the innovation.

Others found humour in the new advert - while some found the concept gross.

Some people raised questions about how Ikea employees would go about accepting a positive pregnancy advert - while others wondered why bringing in a positive pregnancy test wasn't good enough.

Either way, it is impossible to deny that this is pretty cool technology.