Time may have declared YouTube’s everyday user the “Person of the Year” in 2006, but advertising and marketing’s adoption of the channel has proven just as powerful. Last year, almost half of the top 10 most-watched videos on YouTube were ads. Market permeation is clear: it’s rare that an agency won’t leak their Super Bowl video on YouTube days before, becoming a YouTube star is a common millennial aspiration, and video content is the new black when it comes to marketing of all stripes. So to celebrate YouTube’s ten-year anniversary, in partnership with the Webby awards, they asked users to vote for the best ads of the decade. The top five results are a tour through some of the most inventive ads in recent memory and each has a marketing lesson in it.