Big "NO!"

"Do not want"

"It's mine! It's all mine! I— Where is it? No! NOOOOOOOOO!!!"

— Jafar, Aladdin

The moment when a character realizes that something awful has happened, or notices that something awful is about to happen, and screams "NOOOOOOOOOOOOOOO!" It can also be used when a character angrily refuses to do something.

If the character is rushing to prevent the something-awful from happening, a slow-motion effect can be employed to draw out the tension of the moment, sometimes to the point of drawing out the "No" into a comical bass growl. This trope is very susceptible to becoming Narm, but does raise the question of exactly how a character should handle a crisis without coming off as a psychotic (by going catatonic), a monster (by cracking a grim joke), or a potty-mouth (by swearing one's head off).

Used both seriously and for comic effect. Very common on sitcoms. Sometimes the Big "NO!" ends the episode with a Cliffhanger.

Nearing the point of becoming Narm and a Discredited Trope, though a good actor can still pull it off. Some variants still have credibility, including a shorter but still intense "No", and a panicked "No no no no no!" Or you can just go for the simpler Skyward Scream. Occasionally the character will shout something other than "No!" — usually shouting the name of the character that something bad is about to happen or has just happened to. This is slightly less discredited. On the whole, however, this trope is usually a reliable indicator of Ham and Cheese.

Language matters a lot. For example, Big "NO!" is commonly played straight in Japanese media, due to the equivalent iya's higher screamability.^note It literally means "unpleasant"... but is usually translated "no" when in line with this trope. Sonna or Yamero can also be used depending on screamability. But not very common in Russian, due to the equivalent nyet's very low screamability.

Because Evil Is Hammy, often the Big Bad is the one who screams the Big "NO!", usually as their plans are crashing down around their ears. And also usually the last thing the villain ever says.

Often combined with a Futile Hand Reach. Sometimes followed by a dramatic and very rapid zooming out to the whole block. Or Eat the Camera.

Large Hams will pull out a Giant "NO!" if given the opportunity.

A Sub-Trope of Big Word Shout.

A Sister Trope to Slow "NO!"

Contrast Big "YES!". Compare Little "No", Big "NEVER!", Rapid-Fire "No!", Comical Overreacting, Death Wail, Big "OMG!", Big "WHY?!", Howl of Sorrow, Say My Name, and Atomic F-Bomb.

Not to be confused with a certain mecha series with a similar-sounding title.

See here for a hilariously useful Instant-Noooo.

Here is a compilation with a lot of examples of this trope.

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Other examples:

Advertising

• A tongue-in-cheek instance was used in commercials for the "Geek Squad" technical support service broadcast in late 2004.
• This Snickers commercial had an interesting subversion: A Viking, after learning a store had no Snickers, initially does a Big No straight and while doing so, throws a garbage can at a car to get his point across. After learning that they had dark chocolate Snickers, however, he does the exact same thing as before... except with a "Big Yaaaaaaaay"!
• A GEICO caveman commercial has one of the cavemen giving a silent Big No after seeing the motto "so easy a caveman can do it" on a wall of televisions, shouting up at the sky as he finds Redemption in the Rain and then running through a flock of Disturbed Doves, while 3 Doors Down's "Let Me Be Myself" plays. This was all re-edited from the song's actual music video, which used the Geico caveman, but the commercial's condensed version Crosses the Line Twice into hilarity.
• There is a literal Big No for the Stop Sex Trafficking logo as seen on the side of this bag: http://www.thebodyshop.ca/newbagforlife.html
• Parodied in an advertisement for the Samsung Epic 4G. An officer of a civil-war army receives a letter, and utters a Big No upon reading it. The parody is that the note is then shown to actually say "NOOOOOOOOOOOOOOOOO" for an entire page.
• In the 1995 Cap'n Crunch Berries commercial, a teenager does one when he is told that the store is out of Crunch Berries.
• A fat man inside a teenager's stomach screams "NOOOOOOOO! NOOOOO!" when his fridge is empty in the 1997 Taco Bell commercial.
• One JCPenney advertisement had numerous shoppers yelling "NOOOOOOOO!!!!" upon seeing sale prices in other stores; the advertisements announce JCPenney's discontinuation of accepting coupons after February 1, 2012.
• This advertisement of Mighty Bond has a moment when the boy's collections were all glued at the ceiling.
• A commercial for Subway's breakfast offerings has a fast food restaurant manager doing this when looking up at the sky as a big banner-like announcement pronouncing Subway's 200-calorie breakfasts is shown. As a contrast, everyone else in the commercial says, "Yes!"
• An extended version of an M&M's commercial where Red sings "I'd Do Anything for Love (But I Won't Do That)" has Red do a cut-off one.
• In this Trebor advert, the Extra Strong Mint loving father (whose head is shaped like a giant Extra Strong Mint) smashes the glass in his hand when his (perfectly normal human) son states that there's maybe other mints that are "chewy". He then lets this out when the son confesses his love for Softmints.
• "Four out of five dentists surveyed recommend Trident for their patients who chew gum," one commercial says. The voiceover continues, "But what about the fifth dentist?", showing five dentists being asked about the recommendation. Four of them say yes, as a squirrel runs under the table and up the fifth dentist's pants leg. Suddenly, there's an audible *CHOMP*, and the fifth dentist lets out a Big No.
• Happens at the beginning of the "Don't Rage Quit" ad by OMEN by HP, which involves a gamer shouting, "NO NO NO NOOOOOOO!!!" before flipping the desk over, sending everything flying in slow motion.
• A commercial for Kelloggs Sugar Pops shows a balcony with the clearly expensive apartment's expansive view of the city of San Francisco in the distance. A box of Sugar Pops is sitting on the rail, when one of the residents apparently accidentally knocks the box of cereal over. The other resident screams out a "NOOOO!" which is emphasized by slowing his voice and movements into slow motion, in an attempt to rescue the cereal box before going over the edge of what we're led to believe is a cliff. The other resident moves to reach down, and we see the railing is only three feet above a floor, where the box lands. He picks it up, saying, "it wasn't even open."
• This commercial for Planters, released during Super Bowl LIV has Matt Walsh and Wesley Snipes let out a Big No when the company's mascot, Mr. Peanut lets go off the branch just to save them.
• This Progressive commercial called “Lunch Break” from 2005 of a man at very long wait times (for another insurance company) at his office computer. He screams “NOOOOOOOOOOO-“ and cuts off. He does this when the estimated time becomes “EVENTUALLY”
• Bounty paper towel commercials since 2020 have someone spilling something across a table and others reacting with a "NOOOO!!" in exaggerated slow motion. The long version for one of these also inverts this as a voiced-over dog gulps the spilled wonton.
• A UK ad for Starburst sweets has a teenage girl do this when her best friend tosses her Starburst at her younger brother to get him to leave the room.

Comic Strips

• In one Foxtrot, Jason found the rarest and most powerful weapon in his World of Warquest, but his game DCed right before he could pick it up, resulting in one so big that it was heard at the game developers' corporate office. (Literally.)
• In One Big Happy, Joe surprises Ruthie (and readers, since he's not usually so grumpy) with a loud overreaction to a suggestion.
• In Prickly City, Carmen's reaction to being told what the Obama campaign wants her to do.
• Fillmore does this in this Sherman's Lagoon strip, upon learning that Hawthorne cloned himself.

Music

• A particularly hilarious one happened in the song "MacArthur Park". The man is lamenting a cake:
  "And I'll never have that recipe again. Oh NOOOOOOOOOO!"
  • Admittedly he is not lamenting a literal cake. He's lamenting losing a lover who was perfect for him. It's a metaphor, but as Dave Barry put it, "It's still a really stupid metaphor."
  • "Weird Al" Yankovic's song "Jurassic Park", being a parody of "MacArthur Park", also has the NOOOOOOOOOO! In the' video, a T-Rex is about to eat Weird Al, so it fits.
• A Preposterone-fueled one is found in the song "BEER!" by Psychostick.
• In the Lemonheads' song "The Great Big No", one would expect an uncommonly large "No", but there is only a moderately drawn-out "No".
• Don't Forget The Lyrics featured The Tide Is High by Blondie, seven missing lyrics:
  "I'm not the kind of girl/ Who gives up just like that/ Oh noooooooo "
• The Pink Floyd Rock Opera The Wall has one of these in "Another Brick in the Wall Part 3".
• "Cassie" by Flyleaf starts with one. It's actually a Big "YES!", although on the album version its only in the bridge of the song.
• The video to Disturbed's "Inside the Fire" starts out with one of these.
• Ozzy gets a couple of these in Black Sabbath's "Black Sabbath."
• Linkin Park's song "Blackout" contains several big nos along with a couple of surprise f-bombs.
  • "The Catalyst" has several of these as well.
  • "Faint" has Chester roaring "no" to kick off the bridge.
• The Body Count song "The Winner Loses" has Ice-T telling the story of a friend who was addicted to cocaine. The friend's life was lost. Noooooooo! 2:45
• Epica has one in "Kingdom of Heaven" during the spoken "go back" interlude.
• Razia's Shadow: The ending song "The Ending and Beginning" has BROTHER NOOOOOOOOOOOOO!!! as the main character dies by jumping in the way of his brother's knife before his brother could kill the main character's lover.
• "Separate Ways" by Journey ends with one. Not too narmy, by '80s standards, but when you mix it with that video...
• "This is the part of me that you're never gonna ever take away from me, NOOO!!!!!"
• Gianna Nannini "Occhi Aperti" may or may not qualify (she screams a lot in her songs, so the jury is still out whether that particular "NO NO NO NO NOOO!! NOOO!!" is really urgent).
• The song "I Don't Believe in Love" from Queensrÿche's Operation: Mindcrime starts with one of these.
• The chorus of Save Rock and Roll.
  In a world full of the word yes, I'm here to scream...
• In the disco song "Mephisto" or "Mafisto" by the Sarr Band/The Diabolic Soul Invention, the woman fearfully or defensively repeats "No" including a big one.
• Rush (Band): In the final lyrical section of "2112", Geddy lets out a disparaged "Ooohh noooo!"
• "No" by Bulldog is full of Big Noes. For starters, the singer slept with a woman last night, and she doesn't want him anymore.

Pinball

• In FunHouse (1990), Rudy does this whenever you shoot a ball into the trap door during Midnight Multiball.
• Done whenever the ball drains in Plants vs. Zombies Pinball.
• General Yagov does this when you defeat him in F-14 Tomcat.
• So does Shiwan Khan in The Shadow after the player defeats him.
• In Monster Bash, the Bride of Frankenstein does one of these when "Ball and Chain" mode is activated.
• In Cirqus Voltaire, the Ringmaster sometimes gives one when he's defeated.
• The genie will also sometimes give one in Tales of the Arabian Nights when he's defeated in "Fireball" mode.
• The Addams Family: Gomez will sometimes admonish Thing with one if he grabs the pinball at an inappropriate time.
  Gomez: "No, no, no!"
• In Teenage Mutant Ninja Turtles (Stern), Shredder shouts one as he's defeated if "See You On The Other Side, Ray" is successfully completed.

Professional Wrestling

• Often, by a face-leaning play-by-play announcer when a heel wrestler is about to commit a heinous deed or win a championship title following rulebreaking, with the trope-making "NO!" coming right as the act is carried out.
• One particularly famous example was The Hart Foundation winning the WWF Tag Team Championships from the British Bulldogs after Bret Hart and Jim Neidhart had been allowed (thanks to biased refereeing from Danny Davis, whom the Harts had in their back pocket) to double-team Davey Boy Smith; Vince McMahon shouted "No, NO, NO!!!!" as Davis made a fast three-count on Smith, the perfect compliment to heel announcer Jesse Ventura cackling evily in celebrating the title win. More than two years earier, McMahon's other "Big No" moment came when he tried — in vain — to stop Kamala from eating a live chicken on the set of WWF Tuesday Night Titans.
• During their famous "I Quit" steel cage match at Starrcade 85, MagnumTA and Tully Blanchard had several. One would hold the microphone to their opponent's mouth and yell, "Say it!" and the other would deliver the Big No.
• One time "The Million Dollar Man" Ted DiBiase tried to buy the WWE World Heavyweight Title from Hulk Hogan in the late 80's. Hulk Hogan's response?
  Hogan: HELL! NOOOOOOOOOOOOOOOOOOOOOOOOOOOOOO!!!
• When Vince McMahon was asked if he wanted "Stone Cold" Steve Austin as WWF Champion, he responded "That's not just a no that's a, OOOOOOOHHHH HEEEEEELLL NOOOOOO!!!"
• There was an attempt to turn Eddie Guerrero heel on Smackdown by having him throw Yoshihiro Tajiri through the windshield of his low rider on the mistaken belief Tajiri had "touched" it. The following night when Eddie came out to explain his actions he asked if they blamed him for what he did.
  "NO!"
• Its been shouted at Radiant Rain in response to one of her verbal tics ("YEAH!") at Full Impact Pro.
• Double NOOOOOOO from Triple H as he sees the referee for his next match.
• Almost parallel to the rise in popularity of Daniel Bryan's YES! mantra, the fans began chanting NO! every time they saw something they didn't like, and alternated between YES! and NO! when a face and a heel (respectively) or a fan favorite and a Scrappy traded blows in a slugfest. (The more traditional chants were "YAY!" and "BOO!")
• Daniel Bryan himself after he has had enough of the "YES!" chants. Hilarious in Hindsight: Back in 1995 in WCW, the Zodiac (Brutus Beefcake) of the Dungeon of Doom would ONLY speak in either "YES!" or "NO!". For his efforts, Zodiac gets inducted into WrestleCrap. Daniel Bryan gets it over and gets merchandise. Although he would eventually go back to "YES!", he still uses "NO!" occasionally.
• Fans of NYCW took to yelling "NO!" at any hint of Rick Cataldo.
• Kimberly shouted this at the referee demanding she release her Texas Cloverleaf on Leva Bates, following their loss to Made In Sin, even after being threatened with suspension.
• The crowd began chanting "NO!" at the unauthorized ROH A Night of Hoopla when the "Lumber jills" called in by Truth Martini for Davey Richards and Silas Young's match all turned out to be drag queens.
• Upon the break up of the Shield in 2014, when Seth Rollins winds up the chair to hit Roman Reigns, a single fan in the audience can be heard shouting an anguished "No!"
• Bobby Heenan really brought the Big NO when Ric Flair was on the verge of losing, or has lost the WWF Championship.

Sports

• Among fans of the Minnesota Vikings, KFAN radio announcer Paul Allen's painful cry of "NOOOOOOO! NOOOOOOOOOO!" as Arizona Cardinals wide receiver Nate Poole caught a pass from Josh McCown to knock the Vikings out of the playoffs, will forever live in infamy. Along with many, many other disappointing moments in the history of the franchise. Making it even worse, the Cardinals were 3 and 12 before that game, and the Vikings started the year with a 6-0 record on the way to a 3-7 finish the rest of the way. Nowadays, all you need to do to relive Allen's Big "NO!" is listen to KFAN for long enough; they have it on their soundboard and use it on a semi-regular basis.
• Game 5 of the 2010 NBA Western Conference Finals. Series tied 2-2. Lakers up by 3 over the Suns with a minute to go. Every possession at this point is crucial. After a missed shot, Pau Gasol grabs the rebound from four Phoenix Suns players and manages to throw the ball out to a wide open Ron Artest. Instead of using up some clock, Ron chocks up and fires off a three-pointer that clangs off the rim. Not only was the crowd at Staples Center audibly crying out "NOOOOOOOO", so were the radio announcers.
• The late Chicago Cubs radio commentator Ron Santo was known for unleashing these when, as was often the case, things went badly for the team. Perhaps the most famous example of this took place during a 1998 game against the Milwaukee Brewers in the thick of the late-September pennant race, when Cubs left fielder Brant Brown caught and then dropped a fly ball on what would have been the final out of the game, allowing the Brewers to score three runs and win 8-7. Santo's agonized "OH NOOOOOOOO!" can be heard here.
• The ending of the 2003 River City Relay. The 7-7 New Orleans Saints need a win to stay alive for a playoff berth, but find themselves down 20-13 to the Jacksonville Jaguars with seven seconds left in the 4th quarter and on their own 25-yard line. They make a ridiculous series of laterals and score a 75-yard touchdown to make the score 20-19 with no time left and only needing the extra point to force overtime. Then Saints kicker John Carney misses it wide right.^note In the end, it ended up being irrelevant; even if they had won, the Saints would have been eliminated from the playoffs with the Dallas Cowboys' win later in the day. What follows is from Saints radio announcers Jim Henderson and Hokie Gajan:

Henderson: And the extra point by John Carney... And he missed it!

Gajan: NOOOOOOOO!!!

Henderson: He missed the extra point wide right! Oh my God, how could he do that?!!

• In the final minutes of Super Bowl XLIX, the Seattle Seahawks were down by 4 but in excellent position to score a game-winning touchdown...until a would-be touchdown pass was intercepted at the goal line by New England Patriots defensive back Malcolm Butler, prompting a yell of "Oh NOOOOO!" from Seahawks coach Pete Carroll.
• Downplayed by Formula One, then-rookie Max Verstappen in this little radio gem with his Toro Rosso engineer Xevi Pujolar during the 2015 Singapore Grand Prix, when the team were opting to let teammate Carlos Sainz Jr. pass the Dutchman.
  Pujolar: Okay, we need to swap positions...
  Verstappen: NO!
  Pujolar: Max, just do it.
  • Fast forward to 2022, and this trope is played straight and combined with Rapid-Fire "No!" when Charles Leclerc's Ferrari lost power midway through the 2022 Spanish Grand Prix.
    Leclerc: NO! NO! NO! No, what happened? What happened? Lost power.
  • This becomes exaggerated during the French Grand Prix of the same year as Charles Leclerc (again) spun out from the lead, he screamed it from the top of his lungs.
    Mattia Binotto: A-a-a-are you okay?
    Leclerc: I cannot find throttle.
    (long beat)
    Leclerc: NOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOO!!!!!!!!!!
• In 2019, then-Washington Nationals ace pitcher Max Scherzer had thrown 117 pitches over 7 and 2/3 innings against the Cincinnati Reds. With 14 strikeouts, he was absolutely torching his way through the Reds, and showing no signs of losing effectiveness. However, modern managers rarely allow starting pitchers (especially aces like Scherzer) to throw more than 100 pitches in a game unless they have a shot at a no-hitter or perfect game. When manager Davey Martinez came to the mound to relieve Scherzer, he refused to come out of the game in predictable fashion. It became a moderately popular reaction gif. See it here.

Tabletop Games

• The hin (halflings) of the Mystara Dungeons & Dragons setting's Five Shires have weaponized this trope: when on their home ground, they have the special racial ability to negate magical spells with an emphatic "No!" and the sacrifice of some of their vigor. They can only do this once a day, so it's only used as this trope and not a Rapid-Fire "No!".

Theatre

• Lucy has one of these in 13 when Brett asks Kendra out.
• Bill Francouer's Babes in Toyland gives the Big No to Barnaby and his henchmen, the villains of the show, shortly after their defeat sequence.

• When Mimi dies of consumption at the end of La Bohème, her boyfriend Rodolfo rushes to her side sobbing and crying her name.
• Cats has one of these in 'The Awefull Battle of the Pekes and the Pollicles'.
  The rest of the Jellicles: (barking loudly)
  Munkustrap: NOOOOOOOO!
• Hamilton:
  • A rare ENSEMBLE instance, as they all do this during his affair with Maria Reynolds in "Say No To This."
  • Burr gets one in "The Room Where It Happens."
  • Eliza gets an anguished, heartbreaking one when Philip dies and hugs his body. This is only in the stage version.
• In the version of Hamlet in The Complete Works of William Shakespeare (abridged), the scene where Hamlet kills Polonius involves Polonius, in 'slow motion', saying, "NOOOOOOO, iiiit wiiiill huuuurt, ow, Iiiii toooold yoooou."
• Don Giovanni, Act II, Scene V:
  The Statue: Pentiti^* Repent!
  Don Giovanni: No!
  The Statue: Pentiti!
  Don Giovanni: No!
  The Statue: Si!
  Don Giovanni: No!
  The Statue: Si!
  Don Giovanni: No!
  Leporello: Si, si!
  Don Giovanni: No! NOOOOOOOOOO!!!
• In TheGuyWhoDidntLikeMusicals, Hatchetfield's citizens break out in song and dance, thoroughly freaking out the title character. He seeks refuge in a coffee shop, only to find the manager has mandated the baristas to sing "when they enter, when they order, all the time, apparently!"
  Paul: (rushes up to the counter) Hello?! HELLO?! Please, GOD, I just want a black coffee!
  Emma: (enters singing) Blaaaack coffee, I'm your coffee gal—
  Paul: NOOOOOOOOOO! Nooooo!
• In the Heights introduces Vanessa as she's speaking on the phone to one 'Mr. Johnson', who is implied to be the landlord for the new apartment she's moving to:
  Vanessa: NOOOOOOO, NO NO NOOOOO! NO NO NO NONONO, NO NONONO, NONONONONONONONONONONONONO!
• Some versions of Miss Saigon actually go out on this trope, with Chris cradling Kim's corpse and letting out a great big "NOOOOOOOOOOOOO!" which continues for a few seconds after the curtain falls. Other versions replace this with a closing number.
• In On the Verge (or The Geography of Yearning), a cannibal absorbs the memories of those he eats. He replicates the reaction of his last victim, followed by a big belch.
• In Parade, in "That's What he Said", in which a man makes a vivid (and false) testimony about the lead raping and murdering a 13-year-old girl.
  Conley: He said no, no, and his eyes were wild and his face was red he said "NOOOOOOOO!"
  Leo: NOOOOOOOO!

• In The Phantom of the Opera, it is fairly common to hear one when the Phantom snaps during the "All I Ask of You" reprise. Depending on the actor, this can be a literal Big No, several small ones, and/or an inarticulate cry of rage.
  • In the sequel Love Never Dies, the Phantom has a Big No after Christine dies in his arms.
• In the musical version of Ragtime, Coalhouse Walker does a ridiculous big NOOOOOOO! when he finds out Sarah died, followed by a nice long angry reprise.
• At the end of RENT, when it appears that Mimi is dying, Roger sings out a rather long "NOOOOOOOO!" to segue into "Your Eyes". Thus adding insult to injury.
• In Rock of Ages during "We Built This City/Too Much Time on My Hands":
  Hertz: We'll rid this city of rock and roll!
  Regina: NOOOOOOOOOOOOOO!!!!
  • And Franz towards the end of "The Final Countdown".
• In Spring Awakening some Melchiors have been known to pull out this trope in the graveyard upon finding Wendla's grave, and off-Broadway Melchior used to have one in the reformatory after learning that Wendla is pregnant.
• Sweeney Todd: The Demon Barber of Fleet Street: Sweeney gets one at the end of "Poor Thing" when Mrs. Lovett finishes her story of the ill fate that befell Lucy Barker, revealing himself to be Benjamin Barker.
• Toy Story had an adaptation in theatrical form, titled Toy Story: The Musical. In the scene where Buzz watches the commercial, unlike the movie, Buzz is still convinced he is not a toy. (Though in one version, he starts to realize that he is a toy.) Woody enters to find Buzz on the crate, and Woody asks Buzz what he is doing, and Buzz says that he is doing what he is meant to do. Then, while singing "To infinity and beyond!", Buzz then tries to fly. How does Woody react?
  Woody: (in one version) Buzz! NOOOOOOOOO!
• In Twice Charmed, Cinderella does one when Lady Tremaine breaks her slipper, and the Grand Duke does one when she breaks the other one.

• Wicked has a particularly satisfying one when, upon assuming the role of Wizard, Glinda orders Madame Morrible to be imprisoned for her crimes, and Morrible is left screaming "NOOOOOOOO!" as the Wizard's guards haul her away.
• Who's Afraid of Virginia Woolf? features one of the best Big Nos of all time, when Martha cries out "Nooooooooo!" after George finally announces their fictional son is dead. Elizabeth Taylor in the film version makes a magnificent cry that has to be seen to be believed.

Theme Parks

• The title character of Harry Potter and the Forbidden Journey does one as he, the Dementors, and the riders are sent plummeting into the Chamber of Secrets.
• Bruce Banner does one the minute The Incredible Hulk Coaster at Islands of Adventure speeds toward the end of the lift hill.
  Bruce Banner: Everything looks good! I think... I think this time it's... going to work!
  Computer: Warning! Coolant levels dropping! (repeat ad nauseam as alarms blare)
  Bruce Banner: No! NO! NOOOOOOOOOO!!!!!
• Lord Farquaad has a particularly drawn out one in Shrek 4D, just before he is destroyed by Dragon.
• Megatron lets one out in Transformers: The Ride as he falls to his doom after having the Allspark shard shoved into him.

Visual Novels

• Frequent in Ace Attorney.
  • Villains are particularly prone to breaking into a Big "NO!" when Phoenix destroys their alibis.
  • Damon Gant does it twice — and that's before he actually slips into a Motive Rant.
  • Actually parodied at one point when The Judge does the Big "NO!" — and then stops and wonders why, since he's not the one in trouble.
  • In the same case, Phoenix lets out a Big "NO!" if you present to the judge at one point a piece of cloth with Ema Skye's fingerprints on it too soon. This makes everyone believe Ema really did accidentally kill the victim in the incident two years ago, making the trial impossible to win and you're notified that you eventually lost.
  • Ema herself let's off one when it is implied that She inadvertently killed the very person she was trying to help.
  • So does Edgeworth, when he finds out he has unintentionally used forged evidence.
  • In Trials and Tribulations, when Edgeworth, who immediately catches on to how terrible being a defense attorney really is, just got through breaking three of Larry Butz's Psyche-Locks, being miserable the entire time through. It seems that he's about to get to the bottom of what Butz is hiding when suddenly he's encountered by five more! Cue the Big No. At that point, he decides to just take Butz as a witness.
  • Another particularly amusing one is when Matt Engarde shouts something to the like of "No!!!GuiltygUilTYGUILTYguiLTYgUiLty!!!" complete with alternating caps while ripping his face off.
  • Godot does such a moment in Case 2 of Trials and Tribulations WHILE DRINKING COFFEE. (This was notably not a Spit Take; he did this while chugging the coffee as fast as he could.) He also does the same thing in Case 3.
  • Phoenix himself lets out a big NO when Dahlia, while in Maya Fey's body, announces that Maya is dead.
  • In Phoenix Wright: Ace Attorney – Dual Destinies, Athena Cykes does this three times as a plot point. The first time is when Aura Blackquill accuses her of murdering her own mother, causing black Psyche-Locks to appear, the second is when after Simon Blackquill reveals what he saw the day she was killed, then the third is when Phoenix breaks her black Psyche-Locks.
• Fate/stay night: Sakura pulls one of these ("IYAAAAAAAAAAAAAAAAA" which is Japanese for no) after she accidently stabs Shirou with a mana-draining projectile, nearly killing him. She feels incredibly guilty about this for the rest of the route.

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