A parody is a creative art that mimics a particular work or the style of an author leading to the transfer of a serious copyrighted work into a comic one by use of ironic, humorous or satiric imitation (Bush, Bush and Boller, 1994; Johnson and Spilger, 2000). The parody could be perceived negatively or positively. Our purpose is to analyse the impact of negative brand parodies for the parodied brand itself. This article follows three objectives: exploring (1) the impact of negative brand parody on attention, memory, recall, brand attitude and word-of-mouth (2) the moderating role of brand commitment, and (3) the effectiveness of negative brand parody depending of the characteristics of the parody itself.