As consumers, we all have different attitudes towards products, services and advertisements. Advertising represents an important mean used by businesses in order to communicate with their current and future consumers, to create brand awareness and positive consumer attitudes. Controversial, or shock, advertising is a type of advertising that can intentionally scare or offend target audience and even violate certain social values in order to attract their attention. The main goal of this paper was to explore the consumer attitudes towards selected controversial ads, the intention to purchase products advertised in these commercials, and according to the obtained insights indicate certain marketing implications. The research results show that there are differences among respondents regarding their preferences of controversial ads with respect to age, but with a greater difference in attitudes towards religious and LGBT ads, whereas consumer attitudes show similarity considering appeals to humour and death. It has also been shown that there are certain differences in the purchase intention of the advertised products considering age, which depends on the type of advertised product. Additionally, research results show that controversial ads greatly attract consumer attention and create word-of-mouth communication regardless of the age differences. It can be concluded that this is an interesting field that deserves further study, especially regarding the changes in consumer behaviour and time perspective.