Quirky publisher McSweeney's partnered with the Stanford MRI lab for a Valentine's Day-appropriate "love competition," in which participants were asked "to neurochemically love someone as hard as they can" for five minutes inside an MRI machine.
Because "love is a feeling you have for someone you have feelings for!"
Super-cute idea? Sure. But it's also a fascinating look at the regions of the brain that have us swooning every Feb. 14.
The above video appears in the 15th issue of Wholphin, McSweeney's quarterly DVD collection of short films.