Emotions make up 90% of human neural activity, guiding nearly all our decision-making. I Approve This Message: Decoding Political Ads invited viewers to experience the emotional impact of political advertising and deconstruct its effect. Using some of the best known and most powerful ads in US political history, the temporary exhibit was an immersive journey that demonstrated the how potently sound and image can affect our decision-making. Visitors were able to contribute their responses to the ads, creating a cumulative record of peopleâ€™s reactions and insights during the 2016 U.S. presidential election season. The exhibition was curated by Adam Levine and Harriett Levin Balkind.