It’s that time again! Super Bowl LX delivered a massive spectacle, but as always at Intermark, the real competition unfolded during the commercial breaks. We’re back with our annual Psych Awards, donning our lab coats to dissect the ads through the lens of social psychology. Which spots masterfully hacked our brains, and which ones missed the mark? Here are this year’s standout winners.
Best Use of Nostalgia
Research consistently shows nostalgia enhances mood, strengthens feelings of social connectedness, and boosts brand attachment by linking products to idealized past memories.
Winner: Dunkin’ – “Good Will Dunkin'”
Ben Affleck and a star-packed crew delivered a loving parody loaded with ’90s/’00s throwback vibes. The familiar faces and sitcom energy made Dunkin’ feel like comfort food for the soul, pure nostalgic attachment in action.
Runner-up: Xfinity – “Jurassic Park… Works”
The original cast reunion tapped deep ’90s excitement, using childhood wonder to position reliable WiFi as the modern hero.
Best Use of Incongruity-Resolution Humor
Incongruity-Resolution Theory explains why surprise-plus-benign-resolution creates laughter: the brain detects a pattern violation, works to resolve it, and rewards the “aha!” with positive affect and stronger memory encoding.
Winner: Pringles – “Pringleleo”
Sabrina Carpenter’s escalating romance with a boyfriend literally made of Pringles chips was absurdly unexpected yet harmlessly resolved, peak incongruity that made the brand feel irresistibly fun.
Runner-up: Hellmann’s – 2026 Big Game Ad (with Andy Samberg)
Samberg’s spoofing ofNeil Diamond with over-the-top mayo puns and surprise twists delivered quick, clever incongruity hits in a tight package.
Best Use of Cognitive Disruption & Surprise
Surprise triggers an orienting response that halts automatic processing, grabs attentional resources, and enhances long-term memory encoding.
Winner: Pepsi – “The Choice”
A Coca-Cola polar bear defects after a blind taste test and ends up in therapy with Taika Waititi. The cheeky role reversal violated decades of brand scripting, forcing viewers to reprocess and remember the preference message.
Runner-up: Jeep “Billy Bass Goes To The River”
The sudden twist from a heartfelt family moment disrupted expectations beautifully, pulling focus in a crowded field.
Best Use of Superiority Humor & Celebrity Chaos
Superiority theory holds that we laugh when we feel momentarily “above” others’ mishaps, especially benign ones, creating a positive affect that then transfers to the brand.
Winner: Bud Light – “Keg Race”
Post Malone, Peyton Manning, Shane Gillis, and more chase a runaway keg down a hill in escalating slow-motion chaos. Watching celebrities flail harmlessly gave viewers that superiority boost while cementing Bud Light as the ultimate party essential.
Runner-up: Kellogg’s Raisin Bran – “Will Shat”
William Shatner goes all in playing “Will Shat” as he boldly tackles America’s fiber deficiency with Star Trek flair and escalating bathroom-urgency absurdity. Viewers get that classic superiority rush while the brand positions Raisin Bran as the heroic gut-happy solution.
This year’s award winners prove once again that the most memorable spots don’t just entertain, they leverage validated psychological principles to lodge themselves in our brains. Nostalgia connects us to the past, incongruity delights with surprise, disruption captures attention, and superiority humor makes us feel good. Which brain hack stood out to you? Drop your favorites in the comments; we’re always up for debating the science behind the scenes!
