Background: In 2017, brands have started to use their advertisements to take stance in political issues. However, since this trend has emerged in 2017, research in the field is limited. The research that is available is focused on how attitudes toward advertisements in general affect consumer attitudes toward the brand, which calls for deeper knowledge on how the political activism trend affect consumers’ attitudes. Purpose: To explore how political activism in advertisements affect consumers’ attitudes toward the brand behind the advertisement. Research Question: How does political activism in advertisements affect consumers’ attitudes toward the brand? Methodology: This study is of qualitative nature and took an explorative approach. Data was collected through semi-structured interviews based on a convenience sample of 11 respondents. Conclusion: The main findings from this study was that political activism in advertisement had an enhancing affect on respondents’ attitudes toward the brand behind the advertisement. Respondents that had positive attitudes toward the brand before were more positive toward the brand after the political advertisement, while the ones who were negative became more negative after the political advertisement.  Keywords Political activism, attitudes toward advertisements (Aad), attitudes toward brands (Ab), incongruity and involvement.