So lying in advertising is probably as old as advertising.
But announcing that what your are saying is a lie, I don't recall any ads like that before.
Here's a San Francisco billboard I saw today.
Maybe this is just a local joke, since Levis, the Gap, and Betabrand are headquartered in San Francisco.
*For the visually impaired, the billboard in the image says:
We're now bigger than
Levi's and Gap
NOW YOU CAN SAY ANYTHING."