This research proposal examines the use of shock advertising, also known as shockvertising, in Pakistan and its impact on customer choices. The proposal seeks to understand how and why marketers use shockvertising as a strategy in Pakistan. A literature review presented findings from past studies on how shock advertising generates attention but reactions vary based on culture, gender, and generation. The proposed study would involve showing Pakistani millennials shock advertisements and surveying their reactions and willingness to purchase the products. The significance is that it would help marketers understand whether to use shockvertising in Pakistan.