Ad Council Entertainment: Pioneering Socially Relevant Storytelling

Ad Council Entertainment marks a significant evolution in the Ad Council’s mission, venturing into long-form storytelling to address pressing social issues.
Ad Council Entertainment: A New Era in Storytelling
For the first time in its 80 years of existence, the non-profit Ad Council is branching beyond its impactful public service spots into long-form storytelling. The Ad Council has formed Ad Council Entertainment in partnership with Sugar23, the media company founded by Michael Sugar, producer of Spotlight and 13 Reasons Why.
A Vision for Social Impact
In an interview, Sugar and Ad Council President/CEO Lisa Sherman expressed their ambitious goals. They aim to create scripted films and TV programming that address social impact issues capable of changing culture. This initiative seeks to fill the void left by Participant, a backer of Spotlight, which won Best Picture and was pivotal in highlighting the Catholic Church scandal in Boston. Participant, founded by Jeff Skoll, generated issue-oriented entertainment but has since exited that space, leaving a gap in change-agent storytelling.
Storytelling at the Core
“Storytelling has always been central to the Ad Council’s mission,” said Lisa Sherman, whose organization is responsible for over $1 billion in donated media placements annually. Their impactful campaigns have included iconic messages like Smokey Bear, Friends Don’t Let Friends Drive Drunk, and the Love Has No Labels series.
Innovative Collaboration
With Ad Council Entertainment, this groundbreaking partnership aims to usher in a new era by collaborating with world-class producers and creators in film and TV to craft emotionally resonant stories that inspire action. “We’re thrilled to partner with Sugar23, whose track record in both entertainment and brand storytelling makes them the perfect collaborator,” Sherman stated.
Engaging Projects and Funding
Sugar23, a successful production and management company, is also pursuing a disruptive venture to integrate sponsors into programming from the inception stage. Ad Council Entertainment will engage in meaningful projects sourced from traditional Hollywood storytelling, with Sugar23 acting as a conduit for projects through its connections with network executives and studios. Meanwhile, the Ad Council will leverage its deep-rooted relationships with sponsors to secure funding.
See More ...
Future Projects and Mental Health Focus
“Our intent is to develop shows and movies like any other producer, but we will integrate brands early and involve distributors from the start,” Sugar told Deadline. “The goal is to air these projects on premium outlets because they deserve that audience. We welcome all producers to participate in this model.” Sugar and Sherman are already in the early stages of development on several projects, including one that addresses the pressing issue of mental health.
Deeper Storylines and Audience Engagement
“The complexities of the issues we’re tackling, such as mental health, require a platform that allows us to explore deeper storylines,” Sherman explained. “This new format enables us to build relationships with characters and audiences, providing the time and space to delve into these narratives. We have been doing this work for over 80 years in short-form ads, but we believe we can drive even greater impact with Ad Council Entertainment.