Beauty brand Dove took a shot at President Donald Trump and his administration with a recent satirical advertisement run by their U.K. branch. Presenting Dove’s rather clever and highly timely list of Dove #alternativefacts:

.@Dove presents its own #AlternativeFacts in ballsy print ad from @Ogilvy https://t.co/FpUqpVCjN5 @ThamKhaiMeng pic.twitter.com/YbuA4iLhWc

— Campaign US (@CampaignLiveUS) January 28, 2017

The term “alternative facts” was recently created — in case you really, really haven’t been paying attention — by White House senior adviser Kellyanne Conway as she tried to justify the false claim that the crowd at the new president’s inauguration was the biggest in history. It wasn’t.

The Dove antiperspirant ad was created by international marketing team Ogilvy & Mather and is a somewhat surprisingly political move for a brand known for body soap. But it struck an Internet nerve and has (rightfully) been receiving a ton of attention, celebrity and otherwise, on social media.

Dove mocks Trump’s #AlternativeFacts with a print ad full of lies https://t.co/AyyYGXFiWR via @campaignliveus

— Michael Moore (@MMFlint) February 1, 2017

I know I am promoting their product but by @dove joking about #alternativefacts in new campaign, they are normalising intolerance

— Patrick Olszowski (@civility1) January 28, 2017

Among Dove’s #falsefacts are such “bigly” claims as “boosts your wifi signal,” “is a really good listener” and “rhymes with orange,” all of which register about as likely as Conway’s crowd-size claims.

Well played, Dove.

We honestly hope you sell more antiperspirant because of this.