Escapism made a comeback in 2022's ad campaigns

Kantar has identified international trends in advertising after reviewing more than 13,000 creative executions from 2022. “Our biggest overriding theme this year is that we saw a sort of escapism and otherworldly nostalgia emerge with some campaigns flying into the past and some that are shooting into the future,” said Polly Wynn Jones, global knowledge manager at Kantar. “Linked to that, which we feel comes following the pandemic restrictions and the start of the war in Ukraine, there is this sort of experiential element using technology to try and help people escape from it all for a moment.”