Is it Sunny? Is it Hazy? @sonny-haze - Tumblr Blog

Yo I’m Noah or Snaz, F1 movie got my brain for some reason, I’m not even into F1 (though I’m looking into it) but yeah, my main is @snazum just figured i should make a side blog to dump my brain into

He/Him, hockey fan, so expect me to end up making a hockey au at some point

from my quick dive into f1 clips last night i like lando? but apparently people are haters rn cause he’s like a prick so idk. but i shall… learn. I like the radio clips lol

#intro post

browinning7

🎥: viaplay

jup1t33r

not everybody can drive onto the grass to overtake *shrug*

jup1t33r

who wore it better

meightyone

everybody reblog and put in the tags what number you would pick if you were an f1 driver and why. you may only steal a current driver's number if you also explain your plot to get them to retire and/or hand over the number

#so normally my go to number is 17 and well… i will not be doing that for f1 #so 7! Or 107. maybe i’ll straight up be 711. sponsor me #to prev beautiful choice

lost-in-fandoms

Max at Circuit de Barcelona-Catalunya on June 12, 2026 by Marco Talluto

gurrango

its the way i was SO confident he was gonna win Miami.. anyways enjoy the art i made to process my profound disappointment lol

scuderiamarlboro

I think the people desire the rest of your max towel pics. the people. they hunger.

part deux

damoko221

sixteensecrets

Kimi to Charles is like an adoptive kid he never really wanted but since his husband loves him so much, Charles had to learn how to love him as well

Charles is trying for Max’s sake, but he’s still a little concerned about what type of grid child they’re adopting…

multiseb21

mxverst

maxtism

✩ Charles Leclerc playing Mario Kart on his car dashboard — China, 2026 ✩

countingstars-17

babygirl

georgegraphys

Let's talk about this ad and how it was amazingly planned with the usage of a cognitive psychology framework in the marketing communication strategy!

I recently saw a post on LinkedIn on how this ad is meticulously planned to increase interest and memorability in audiences and the methods that Mercedes AMG marketing team use is

Schema Incongruity Theory by George Mandler (1982) from the University of California, San Diego.

I'm going to share it with everyone (also with my own words and research) sooo let me first break the theory down to each word's meaning:

A schema is a mental expectation of pattern we already have, e.g. in advertising, we often expect food ads to look appetizing, investment banking ads to look sleek and professional, health-related products ads to look clean, etc.

While incongruity means the quality of being inconsistent, incompatible, not harmonious, or otherwise in disagreement with an accepted mode or standard (APA Dictionary of Psychology).

Schema Incongruity Theory (commonly used in advertising) explains how people react when something (in this case, an advertisement) is slightly different from what they expect. When encountering the theory usage, rather than feeling weird because of the incongruity, people may feel the opposite! Even if generally, people are more used to the idea of something that truly lives up to their expectation.

This theory is totally different from the idea of traditional marketing where it was assumed that advertising works best when messages are consistent with consumers’ expectations about a brand. A research that was conducted by Halkias and Kokkinaki (2012) has empirically investigated that incongruity increases attention, deeper cognitive processing, and curiosity, leading to more positive emotional responses and better ad evaluation.

However, the incongruence must be done within the boundaries of a moderate incongruence. Moderate incongruence is like a small puzzle. The unexpected element can be understood with simple effort where the resolution can still create satisfaction where the positive feeling transfers to ad evaluation. It has to be moderate. It cannot be too extreme.

Why? Because if the elements are too extremely incongruent, people would have a negative feeling towards the ad because of the confusion and frustration stemmed from it being a 'nonsense', 'utter bullshit', 'what the fuck is this trying to say?!', 'give me back my 2 minutes of time!'

In the case of the advertisement for the Mercedes AMG GT 4-Door Coupe that garners a total of 7.3M views on youtube (from MBUK, MB, M.AMG channel), they manage to create a positive feeling towards the ad, product, and brand thanks to the Schema Incongruity Theory that was represented by both George Russell and Brad Pitt.

How did the theory work in the ad?

The main schema incongruity that became the center point of this ad is George Russell.

George Russell is a well-known Formula One driver (beloved to me 🤗🤗), while Brad Pitt is a well-known A list actor who just (coincidentally) played an F1 driver role in the F1 movie.

In the ad, George is portrayed to be a valet boy who picks up the oh-so famous actor Brad Pitt.

Then what is the incongruence?

George Russell is an F1 driver who becomes a valet worker to an actor who plays an F1 driver in the F1 movie.

Does it make sense? Absolutely yes. George Russell, a valet worker in the ad somehow showcases his ability to drift the car and he is still playing the role of a driver, which is perfectly in line with his real world job. And the decision to choose Brad Pitt with all of this planned stuff is also perfect because dude just wrapped up his F1 movie project. So it's like the two of them are in an alternate universe created by Mercedes AMG but the 'string' between it isn't fully severed.

A small interesting point I'd like to point out too that also puts the brand and product into the spotlight is a dialogue between the other valet worker and Brad Pitt where the valet worker said "big fan" and Brad Pitt thanked him before the valet worker eyed him weirdly and said "of the car" in continuation. In my personal interpretation, this specific narrative wants to send a message that "the brand and product will always be bigger than the actors in the ad" 🥶🥶

So if you feel that slight satisfaction or excitement when witnessing this ad, it may stem from the unconsciousness of your mind connecting the dots from the schema incongruity presented by both George Russell and Brad Pitt's role in this ad! As moderate incongruence in brand messaging has been empirically studied to lead stronger attention, better memory, deeper processing, and more positive attitudes compared with fully predictable or highly confusing ads.

The decision to choose both George Russell and Brad Pitt is incredibly a smart choice from both marketing communication strategy perspective and schema incongruity theory perspective. Kudos to the Mercedes AMG team!

— Sources

Halkias, G., & Kokkinaki, F. (2013). Cognitive and Affective Responses to Schema-incongruent Brand Messages: An Empirical Investigation. In A. Innocenti (Ed.), Neuroscience and the Economics of Decision Making (pp. 165-181). Taylor & Francis. https://doi.org/10.4324/9780203122600

Mandler, G. (1993). Approaches to a psychology of value. The origin of values, 229-258.