The Super Bowl: it's a day where you adopt a new team if yours isn’t playing, eat a week’s worth of calories in four hours, and enjoy a fully produced concert at halftime. What could be better?

If you’re anything like us, we look forward to the commercials between the plays as much as we do the touchdowns. As each commercial runs, we can’t help but imagine the creative brainstorms and white board sessions they endured in order to get there—all to create a 30-second, $5 million ad. No pressure.

Everyone has their favorites, but here are some of ours:

Inspirational Award: Toyota

*still wiping tears*

Marketing Genius Award: Tide

“Does this make every Super Bowl ad, a Tide ad?”

Humor Award: NFL

Touchdown celebrations reached a new high…literally.

Best use of Influencers Award: Amazon Alexa

Hannibal Lecter as the voice of Siri? Alexa would quickly learn how to fly…out of the window.

Multi-Generational Appeal Award: Pepsi

Pepsi promotes their legacy and appeals to the Baby Boomers and Millenials at the same time. Now, that’s a feat.

Overall, we were so impressed by the creativity of the commercials. Something else that we absolutely loved? The large brands promoting love, helping others and coming together for the greater good. Well done, friends.