We sought to determine whether magazine ads that contain deviant and evocative visuals were more efficient at capturing and holding attention (and consequently better remembered) than comparison ads that employ standard visuals. Participants viewed experimental (deviant and / or evocative) and control ads embedded in a magazine whilst their eye movements were recorded. Participants had longer dwell times to experimental ads compared to control ads. In addition, deviant and evocative ads resulted in higher levels of ad recognition during a test carried out one week later. These findings have important practical implications for the type of images advertisers employ.