If you’re significant other is whispering sweet nothings on the phone at three in the morning, fear not. That’s just Jake from State Farm. Sure, he’s got khakis on and a husky voice, but he’s beautiful that way.

Old Spice Guy, officially the Man Your Man Could Smell Like, is a manly man who pitches Old Spice. Played by Isaiah Mustafa, he’s often simultaneously in various states of adventure and undress, the better to show off his muscles.

Flo is the official spokesperson for Progressive Insurance, starring in over 50 TV commercials to date. She’s developed a massive and devoted fanbase online and has been called “the commercial break’s new sweetheart.” She’s recognized as having heavy makeup, a retro hairstyle, and an uncomfortably upbeat personality.

In commercials for the Irritable Bowel Syndrome (IBS) medication Viberzi, Irritabelle (Ilana Becker) is the red-headed personification of a stomach ache with diarrhea, who always makes an entrance at the most unwelcome moments. She follows in the footsteps on weirdly chipper spokespersons like Flo the Progressive Girl and the Orbit Gum Girl.

In the Apple Macintosh commercial, directed by Ridley Scott and aired during the 1984 Super Bowl, rows of people mindlessly march in step to Big Brother giving a speech on the telescreen. This monotony is broken up when a nameless runner (Anya Major) dressed in colorful gym clothes hurls a hammer through the screen, awakening the brainwashed masses from their routine.

The 118 118 runners are an iconic duo featured an a popular advertisement for a directory enquiries provider, known for their catchphrase “Got Yer Number!” They bare a striking resemblance to 70s real-life runner David Bedford, who threatened to sue. For this costume, the bigger the hair and mustache, and the smaller the shorts, the better.