Ad Council, Sugar23 Join Forces for Social Impact Storytelling

Today, the Ad Council and Sugar23, the media company founded by Academy Award-winning producer Michael Sugar, announced a partnership to form Ad Council Entertainment, a new initiative focused on creating long-form storytelling and content to drive social impact. The partnership will combine the Ad Council’s expertise in addressing social impact and critical issues in the United States with the producing prowess of Sugar23, known for films and series like Spotlight, 13 Reasons Why, Dickinson, and The Knick. Through the new Ad Council Entertainment initiative, the two parties will expand their work and turn it into premium entertainment by developing feature films, series, and documentaries that look at today's social issues, spark public discussion, and drive impact. The inaugural programming slate for the collaboration is currently being developed and will include scripted and unscripted projects with a focus on addressing the mental health crisis in the United States. Lisa Sherman, Ad Council's president and CEO, said when she met Sugar about a year ago, they both aligned on how they view the world and the impact that strong storytelling can have. "The reality is the issues we're dealing with are getting more and more complex," Sherman told ADWEEK. "This new platform allows us to go deeper into the story lines, build real relationships with our audiences in ways that you can't in a 30- or 60-second spot, and build resonant characters. When I learned about Michael's background, it felt like we should bring these two things together and build something really powerful." Sugar said that as his company continues evolving to figure out the relationship between brands and Hollywood, working with the Ad Council on this new initiative made sense as a next step for them. He added that with the new entertainment initiative, both parties want to create ways for Ad Council to continue its social impact marketing beyond traditional media. “The culture—and what it consumes—has shifted,” Sugar said. “The consumer has changed too, so it’s an opportunity to create an invitation from the audience in a form that the audience is now paying for rather than skipping.” Along with co-developing films and series for media platforms with producers, writers, and directors, Ad Council and Sugar 23 are tapping into their extensive network of brand partners to work on select projects that align with their own social impact commitments and brand purpose. Sugar said that while he has always been drawn to a variety of content, including projects that are entertainment-forward, profitable, and can be consumed by the masses, he also looks for the kind that moves conversations ahead. And he added that, for this partnership, they invite brands, distributors, and creative agencies to collaborate on storytelling. "I want people to know this is an open door through us, and that's where we're going to scale the opportunities," Sugar said. Sherman said that even though the Ad Council has been around for 80 years, this is another opportunity for the organization to support the marketing ecosystem. "This just gives us another important and powerful lane to bring that same ecosystem together in working with us, and with Michael and his team, to find deeper, more resonant stories, where we have the time to explore and make those connections that I think will be incredibly powerful," Sherman said. According to Sugar, the purpose of the new initiative is to amplify the Ad Council's mission and its partners across the board. "I believe the best way to establish real, meaningful connections is through mission-driven, authentic content," Sugar said. "That's what we're launching because this allows us to deliver more of that in a more meaningful way that people can connect with."

Advertising News

Ad Council, Sugar23 Join Forces for Social Impact Storytelling

The new Ad Council Entertainment initiative focuses on content addressing critical issues, such as mental health

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