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While certainly best known as a celebration of television’s biggest hits and stars, the Emmy Awards also bestow a trophy to one advertisement each year.

In the more traditional PSA vein, there’s a powerful anti-bullying message from Monica Lewinsky and BBDO, but branded spots from Apple and Procter & Gamble also address major issues: the environment (in Apple’s “Earth: Shot on iPhone” from TBWA\Media Arts Lab) and racism in America (in P&G’s “The Talk,” also entered by BBDO).

That’s not to say all of this year’s Emmy-nominated ads are emotionally intense. The light-hearted, fourth-wall-breaking “It’s a Tide Ad”—already a big winner at the Cannes Lions and D&AD—is in the running, along with fellow 2018 Super Bowl spot “Alexa Lost Her Voice” from Amazon.

Here’s a look at all five Emmy nominees:

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