Despite 2021’s unfulfilled promises across many fronts, some creative efforts have proved enduring. They captured the cultural moment or felt keyed into what’s coming, with brands jumping on viral TikTok trends based on classic TV spots or rolling the dice on the emerging concept of a metaverse. A sense of fun made a welcome return following a grim 2020.
However, not everything panned out as expected for marketers. More widespread availability of COVID-19 vaccines in the spring inspired optimistic campaigns pining for a return to old ways that has, in reality, only materialized in fits and starts — and could again be delayed by the spread of a new variant.
