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The Ad Council and Sugar23 launch Ad Council Entertainment

New partnership to develop premium film and TV entertainment for social impact and culture change.

Kyle O'Brien

August 19, 2025

2:15 pm

Credit: Getty Images / Daronk Hordumrong

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The Ad Council is starting up an entertainment arm, thanks to a new partnership with a media and content production company.

The longtime nonprofit has launched Ad Council Entertainment, partnering with Sugar23, a talent management and production company with deep ties to Hollywood.

The partnership brings together the Ad Council’s 80-year legacy of creating social impact through marketing with Sugar23’s pedigree of producing award-winning, socially conscious entertainment such as Spotlight, 13 Reasons Why, Dickinson and The Knick.

The two organizations will expand their work into culture-shaping entertainment by developing feature films, series and documentaries that tackle urgent social issues, initiate public dialogue and drive impact.

“Storytelling has always been central to the Ad Council’s mission,” said Lisa Sherman, president and CEO of the Ad Council. “With Ad Council Entertainment, and this groundbreaking partnership, we can bring that mission into a new era by working with world-class producers and creators in film and TV to build emotionally resonant stories that are part of culture and move people to act.”

Currently, Ad Council campaigns are focused on mental health, gun violence, the overdose crisis and other critical issues in the U.S. Partnering with Sugar23 will help the Ad Council co-develop film and episodic content for premium media platforms in collaboration with award-winning producers, writers and directors.

“I spent my whole career making movies and TV shows … things that can be entertaining and profitable and exciting, but also really move culture to a direction that is important,” said CEO and founder Michael Sugar, who adds that in the last two years, his company has shifted focus to bringing brands into the ecosystem in new ways, furthering Sugar23’s credibility in Hollywood and brand fluency.

Sugar23 will look at each Ad Council initiative to see how it can create opportunities, and find the partners to best execute those projects.

The first work of this collaboration is currently in development, including scripted and unscripted projects with an initial focus on addressing the mental health crisis facing millions of people in America.

“It’s such a natural partnership, because this is not the world in which we operate. For us, it’s about storytelling, changing hearts, minds and souls through putting new narratives on important issues out into the public at scale. With Sugar23, we’re going to be able to do this through rich storylines, characters that become part of culture, part of people’s lives on a daily basis,” explained Heidi Arthur, chief campaign development officer at the Ad Council. “That gives us a much broader palette to shift and move and drive impact in an incredibly new way.”

Sugar said storytelling has always been the best way to change the world, and he’s betting his career that brands need a new handshake with Hollywood, and vice versa. Since the partnership was announced last week, he has received numerous messages from agencies and brands that want to be a part of the new venture.

“We need to match the things we’re going to do with the Ad Council to the right brand purpose. It’s not meant to just be that brands put money in and don’t get value. We want brands to get great value for it, and we want the creative agencies to activate, amplify, create attribution and [execute] experiential [campaigns] — all the things that they do so well,” Sugar said.

Ad Council Entertainment will utilize all the talent at the Ad Council and will be integrated into its daily business, with a key team focused on it while it gets up and running.

This article originally appeared on Campaign US.

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