Last week, the internet gathered in collective wonder to gawk at a blue and black dress that appeared to be white and gold to many people.
Hundreds of millions of page views later, The Dress has become a certifiable web phenomenon, ranking above even Left Shark and Alex from Target.
The Salvation Army ad, tweeted by the organization's South African arm Friday morning, builds off the blue and black or white and gold debate to send a message about violence against women.
Many online were quick to praise the campaign as both clever and powerful.
News organizations around the world jumped on the story.
Ontario Premier Kathleen Wynne also retweeted the ad just after announcing a campaign to end sexual violence and harassment in the province.
But not everyone is a fan of the campaign.
The Salvation Army faced some criticism on Twitter for portraying violence against women with the same visual vocabulary commonly used by the fashion industry.
Others argued that the Salvation Army, a Christian group, discriminates against the LGBT community. For its part, the organization has said it does not view being gay as a sin but will not perform gay marriages.
What do you think about the ad? Share your thoughts in the comments.