Most memory "implantation" studies have elicited false memories by using fake narratives. Recently, Wade, Garry, Read, and Lindsay (2002) showed that doctored photographs can be used to create false childhood memories in adults. Fifty percent of Wade et al.'s sample reported details of taking a childhood hot air balloon ride, although they had never been in a balloon. In this experiment, we investigated whether photos or narratives influence memory more than the other. We exposed subjects to either a fake photograph or a fake narrative of a childhood hot air balloon ride. Subjects tried to remember the false event and three real events over 1 week. Narratives were more likely to produce false memory reports than were photos. We offer a fluency-based account of our results and suggest that narratives promote more familiarity in subjects than do photographs.