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.