Negation is a language mechanism that is used quite frequently in advertising. Double negative ads are highly novel because the format is unexpected and incongruent. Their contrastive nature, beginning with extremely negative imagery which is later disassociated from the brand of interest, is attention-grabbing. In fact, the exaggerated negative imagery may serve as a reference point to which the brand of interest is later compared to, which would create a large contrast effect and make the brand of interest seem far superior. Our paper analyzes the effectiveness of double negative ads relative to positive ads with respect to brand impressions, attitudes and memory.