The findings were made in a study commissioned by ad agency Lowe to discover what type of advertising appealed to consumers in Asia.
Researchers found that consumers in Hong Kong and Jakarta liked escapist advertising as both markets are experiencing a protracted economic slump.
Caroline Slocombe, regional new business director at Lowe, said campaigns by brewer San Miguel and Sunday Telecom were popular in Hong Kong because they provided a moment of respite in a ailing economy.
The San Miguel campaign cited by respondents has a local film celebrity becoming the life of the party after his fancy moves in opening a beer bottle attract the women around him.
Sunday is known for its wacky advertising. Sunday's latest campaign to demonstrate the ease at which users can change their subscription plans shows a man drilling holes in a mannequin.
Slocombe said HSBC's latest campaign 'The world's local bank' also struck a chord because "it grabbed viewers' attention and took them away from the reality of everyday life by talking about interesting customs in other parts of the world. Lowe is HSBC's rostered agency.
Similarly, respondents in Jakarta were also drawn to escapist advertising for similar reasons.
One respondent said the Marlboro ads tended to "carry them away. It creates a different atmosphere - very calm and peaceful".
Slocombe said Indonesians also like ads with messages of "unity such as the Sampoerna cigarettes ad, showing a close group of male friends.
The more optimistic climate in Shanghai, Bangkok and Mumbai influenced the types of ads that were liked.
In Shanghai, respondents liked ads that either communicated "patriotic pride in China's emergence on the world stage or ones focusing on "family values."
Local beer brand Reeb's TVC, for example, was popular because it showed a construction engineer taking pride in how far Shanghai had developed, said Slocombe.
Kodak's TVC, which had engaging pictures of children in family situations, was also popular because of its sentimental take on family life.
In Mumbai, people liked ads that celebrated Indian culture and community and were optimistic. A motorcycle ad for Bajaj, was well received because it struck a balance between modern living and traditional Indian cultural values, said Slocombe.
In Bangkok, people warmed to advertising that talked about personal connections.
The campaign for mobile phone newcomer Orange was popular because it highlighted the importance of communication and understanding others, said Slocombe.
Research was conducted by NFO in five markets. The research involved 200 people in one-on-one interviews and 16 focus groups.