When beauty brand Dove isn't asking women to define their own beauty standards or telling us to love the curves of our bodies, it's on a mission to undermine the 'alternative truths' of the Trump administration, and we think it's genius.
Taking inspiration from Trump's adviser Kellyanne Conway, who last week referred to Donald Trump's press officer Sean Spicer's inaccurate inauguration attendance numbers as 'alternative facts', this week the Unliver-owned personal care brand took similar liberties with manipulating the truth.
According to Ad Week, the brand placed two-page print adverts in several UK newspapers including the Times and the Guardian, revealing a myriad of outrageous claims about the power of its latest deodorant.
From claiming the antiperspirant has the ability to increase your IQ and boost Wi-Fi signal, to being a 'really good listener' and knowing 'a guy who can get you on the guest list', the brand's list of 'alternative facts' are helping cheer up the public during this time of political upheaval and fear.
We don't think we've ever wanted to run a bath and lather ourselves with a Dove soap bar more so than right now.
Well done, Dove.