This thesis addresses the question, do controversial methods of advertising still work? The research considers four New Zealand case studies: 2 Cheap Cars, 30 Seconds, Hell Pizza and the New Zealand Transport Agency (NZTA). Interviews were conducted with marketing managers for each brand, and secondary sources of information were consulted. The findings show that controversial advertising methods can work very well for a brand as long as guidelines and strategies are in place. All four brands have been successful in using controversial methods of advertising. Some will continue using this approach and some may prefer to stay away from it for a time, despite previous success. This research can help other marketing managers to see how controversial methods of advertising can work for their brands.