In a world of streaming and multiple devices, there are fewer and fewer occasions that keep us glued to live TV, but some remain unmissable: the Oscars, the Olympics, the World Cup and the Super Bowl. Much more than just a sporting event, the Football League Championship Final is an occasion that touches on several aspects of popular culture.

One of these is certainly the halftime show, which gives even more glory to already famous music stars. This year, it was Kendrick Lamar who took to the stage and delivered a performance that was almost subdued compared to his predecessors, focusing more on the music - including Not Like Us, arguably the most culturally relevant song of recent times - than on other elements such as guests, sets and choreography.
 

But another fundamental part of the event is the commercials: not just an interlude, but a much-anticipated - and very expensive - moment: companies have paid 8 million dollars for around 30 seconds of commercials. They have always been a cornerstone of the show, which has given us unforgettable commercials such as those by Pepsi, Nike and Apple in 1984.

In a context where neo-capitalism is at its peak, advertising is a challenge that is far from easy, and competition between brands is as fierce as between sports teams. Domus has selected the five most relevant commercials from the last Super Bowl.