Here I think may be an example of this done well (visually)...see the poster below:
Commentary from "Surely, this is a new article of faith in the marketing world. Now that we have more sophisticated consumers out there, we want to engage them by engaging their intelligence. In a newly subtle way, the brand is reaching out and leveraging the intelligence of the consumer. Here "work with this!" And the graffiti artists leverages with yet another order of indeterminacy, and this adds a layer of difficulty, and those who stop to wonder are tested to get smarter and more observant, and perhaps a virtuous cycle is set in train. Thus does the muse now participate in contemporary culture."