The Super Bowl enjoys a unique place in American television: when the commercials come on, people actually start paying more attention to the broadcast. Each ad slot is the most expensive and most-watched 30 seconds of television in the world (and let’s face it, probably the universe). Some companies pour their heart, soul, and several million dollars into 30 little seconds of time that might make or break their sales for the year.

The past ten years have been remarkable in terms of political, social, and technological change, and the Super Bowl ads reflect that. Let’s take a walk down memory lane at the past ten years of Super Bowl commercial history.