Here's a great example, and a rather brave attempt, from Dove in the UK. It's an ad that ran in The Times and The Guardian...and hit social media instantaneously.
It's not a direct assault, per se, but it hits hard on what's become the phrase of the year if not decade....alternative facts. It also hits hard on the brand's equity of simple and honest beauty care, making a clean statement about the brand's values at the same time. The message is clear.
See below. What's your experience? JIM