Archive · 15 Aug 2025
Ad Council Teams Up with Sugar23 for Long-Form Entertainment
The Ad Council, known for its public service ads like Smokey Bear, is starting a new branch called Ad Council Entertainment.
They're teaming up with Sugar23, a company that makes movies and shows, to create longer stories that tackle important social issues.
They want to make content that can change how people think and act, like the films Participant used to make.
Sugar23 will help get these projects made, and the Ad Council will use its connections to find funding.
They're already working on a few projects, including one about mental health, and hope to make a real difference by telling these stories in more detail.
Ad Council launches Ad Council Entertainment in partnership with Sugar23.
The goal is to produce long-form content addressing social impact issues.
This move aims to fill the void left by Participant's departure.
Sugar23 will facilitate projects, using relationships with networks and studios.
Ad Council will use its sponsor connections to help secure funding.
- Who
- The Ad Council, Sugar23, and various producers and creators.
- What
- Ad Council is launching Ad Council Entertainment for long-form storytelling.
- When
- The initiative is in early development stages.
- Where
- N/A
- Why
- To address social impact issues through film and TV, filling the gap left by Participant.
- Partnership
- Ad Council & Sugar23
- Focus
- Social impact long-form content
- Goal
- Change culture through storytelling
- Funding
- Ad Council and Sponsors
- Content
- Scripted films and TV programming
- Collaboration
- Producers and Creators