Here's why IKEA wants women to pee on their ad

A photo taken on December 18, 2017 shows flags flying outside a store of Swedish furniture giant Ikea in Delft, the Netherlands. The EU on December 18 opened an in-depth investigation into the complex tax deals tying Swedish furniture giant Ikea with the Netherlands in the latest salvo by Brussels against the tax affairs of multinationals. / AFP PHOTO / ANP / Robin Utrecht / Netherlands OUT (Photo credit should read ROBIN UTRECHT/AFP/Getty Images)
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To pee, or not to pee? That's the question posed by furniture company IKEA in a new head-turning advertisement. 

The advertisement reads "peeing on this ad may change your life." 

The page doubles as a pregnancy test, and IKEA says pregnant women that urinate on it will get a discount on a baby crib, according to Buzz60's Tony Spitz.  

The reactions on Twitter ranged from amused to confused to a wee bit pee-ved. 

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