The annual Super Bowl game isn’t just about a football game. The ads that are sprinkled throughout the broadcast are both culturally relevant and expensive to produce and run.

It’s not just beer and car companies that are advertising during the show. This year, tech giants like Microsoft and Google have dropped their ads nearly a week before the Super Bowl itself. So have smaller companies like Squarespace, which have run ads during the game for years.

Katie Sowers is the first female coach in the Super Bowl, and Microsoft’s ad, ostensibly for the Surface tablet Sowers uses in a few shots, focuses on her story. It’s an inspiring look at football, a young girl’s dream to be a part of the game, and a feminist story that could influence the next generation of kids looking forward to their own time in the spotlight.

Google’s Super Bowl ad uses Google Assistant’s ability to remember things as a counterpoint to the story of an elderly man who wants to keep his wife’s memories alive, even after she’s gone. “Remember when she always snored when she laughed” and “Remember when Loretta’s favorite flowers were tulips” are some of the things the man tells his Assistant in voiceover. The spot tugs at the heartstrings and should be a favorite among viewers.