The 2010s were a transformative time for advertising. As consumers adopted new technologies (hello, Instagram and Netflix streaming!) and trends, businesses were forced to adapt to the changing ways that people connected with one another, both in person and online.

Our favorite ads from the 2010s are a mix of creative, funny and empowering. Whether through big TV spots, digital campaigns or a series of quick-reacting tweets, they all got everyone talking and will surely be remembered for years to come.

Read on for our roundup of the best ads of the decade.

Oreo’s “Dunk in the Dark”

Oreo capitalized on the big Super Bowl blackout of 2013 with a simple, but genius tweet that has since gone down in history as one of the most applauded real time marketing efforts of all time. Knowing that viewers would flock to social media as soon as the partial power outage hit the New Orleans Superdome, Oreo whipped up this quick little post:

Short. Sweet. Spectacular. The magic is in how Oreo was able to put something together so quickly, taking advantage of the traffic that would inevitably end up on Twitter to discuss this unusual event in Super Bowl history and meeting everybody there with something witty and relevant.

Dove’s “#MyBeautyMySay”

The rise of social media in the 2010s also brought with it a rise in “internet haters” and cyberbullies who became emboldened to make rude comments at people through the internet thanks to the sense of security they felt behind their computer screens. Harsh judgment based on women’s looks has become normalized in our society (she’s “too pretty” for this or she can’t do that because she “doesn’t look a certain way”) - and the internet has only amplified this upsetting phenomenon.

Dove’s “My Beauty My Say” campaign takes direct aim at the idea that a person’s looks have any impact at all on the quality of their character. In a series of videos, web content and social media conversations, #MyBeautyMySay told the stories of women who didn’t let their looks limit them, and empowered other people to break free from the molds they feel have held them back.

Old Spice’s “Smell Like a Man, Man”

Old Spice’s endlessly quotable commercial became a pop culture sensation at the start of the decade. Even to this day, most people probably remember the Old Spice Man (“the man your man could smell like”) for his staunch eye contact and matter-of-fact delivery of rather surprising lines.

In addition to a TV spot, Old Spice tied in an interactive social media element, having the Old Spice Man answer tweets on YouTube, and even getting some celebrity fans involved. The way that the brand was able to ride the wave of this exposure in an organic way really set the tone for advertising trends in the 2010s.

State Street Global Advisers’ “Fearless Girl”

In March 2017, a powerful statue of a brave young girl appeared in front of the New York Stock Exchange, ready to tackle the infamous Charging Bull (fittingly) the day before International Women’s Day. State Street Global Advisors, a financial firm, set out to advocate for more women in leadership and its “SHE” fund, commissioning the powerful visual in a thoughtful and appropriate location.

While, of course, the statue became a destination for photos and brought business to State Street Global Advisors, it also inspired a conversation about equality in the workplace and how employers can be doing a better job of elevating qualified females to leadership positions. That’s a mission we can all get behind.

What were some of your favorite ads from the 2010s - did you agree with our picks? Tell us in the comments!