Marco Iacoboni, at the UCLA Ahmanson-Lovelace Brain Mapping Center, used brain imaging to figure out which Super Bowl ads fired up the areas of the brain concerned with “reward and empathy.”

Iacoboni is the scientist who discovered “mirror neurons.” I blogged about him once before, here, speculating wildly that he’s discovered the biological basis for the metaphysician’s “one mind.”

(I emailed him after putting up that first post but he didn’t email back. Maybe I should send him a box of heart-shaped truffles?)