The concept of escapism—or the self-selected separation of oneself from one's immediate reality through the consumption of media resources, such as television, music, games, and movies has long been an important subject of consumer culture studies.
A most recent example of escapism in advertising is Fortnite and more specifically the Fortnite concert series. Or additionally, "Nintendo on Thursday said Animal Crossing, which has become an escapist hit for players locked down by the coronavirus, is one of 27 Switch titles to shift more than a million copies" (Reuters).
The concept of escapism as seeking a distraction or relief from reality is certainly on the rise given our collective circumstances and can be more than playing a video game or watching a film that shows a life other than your own – it's about immersing yourself and your audience in an alternate version of the world where different things are possible. The concept of brand-driven escapism need not be fraught with bad behaviors as typically portrayed in mass media. Use escapism as a tactic to engage more deeply, providing content that for a moment in time serves as a reprieve from the real world. This audiovisual is meant to evoke a dream state as you look into the sky and connect with your thoughts.
Providing value through escapism can enhance your customer relationships allowing them to pivot from their natural world to a place of intentional benefits.