Ad Council
Ad Council's impactful public awareness campaigns across non-profit and social advocacy
Featured Ad Council projects
This week's top Ad Council projects, carefully handpicked by Visie's expert curators, showcase the best in style and innovation.
Ad Council · The Secret to Motherhood
The Ad Council’s campaign, The Secret to Motherhood, presents a candid look at the nuances of parenting through a focused, lifestyle-oriented lens. Directed by Bianca Poletti and produced by Biscuit Filmworks, the project captures an unscripted dialogue between three women in an outdoor setting. The commercial spot relies on a clean, live-action technique to ground the conversation in a familiar, relatable environment. With the scene framed under the dappled light of a park setting, the aesthetic leans into warm, natural tones to highlight the genuine connection between the talent. Creative agency Mischief @ No Fixed Address developed the project for the non-profit sector.
Ad Council · What Makes Us Human
The Ad Council’s What Makes Us Human initiative presents a series of documentary-style vignettes that explore moments of genuine connection. The project utilises raw, live-action footage sourced from CCTV and security camera feeds to highlight everyday acts of kindness within diverse public and private settings. Crafted by creative partners R/GA UK and LocoMotive, the work leans into a desaturated aesthetic to focus on the authenticity of human interaction. The observational approach relies on fixed camera angles, capturing spontaneous scenes such as community interactions and personal milestones within suburban and commercial environments.
Ad Council · Tear the Paper Ceiling – Story Unfold :60 | Skills-First Hiring
The Ad Council's 'Tear the Paper Ceiling' commercial highlights the shift toward skills-first hiring through a conceptual visual narrative. Featuring a meticulously crafted paper-unfolding sequence, the film leans into tactile 3D render / CGI and live-action techniques to illustrate hidden professional potential. The project was developed by Ogilvy New York, with production handled by PRETTYBIRD US. The piece utilizes a clean aesthetic to maintain focus on the transformative imagery, supported by sound design from ROAR and visual effects by Forms.
Ad Council · Vote Early Day 2022
The Ad Council’s Vote Early Day 2022 campaign is a public awareness project focused on the importance of civic participation. The film utilizes a documentary approach to capture a diverse range of voters as they interact with various ballot casting methods across different locations, from offices to voting stations. Technically driven by a live-action technique, the edit maintains an energetic pace punctuated by clean, bold graphic overlays that provide key voting data. The piece relies on warm lighting to create a community-focused tone, highlighting accessibility within the voting process. Sound and music design for the project was provided by Swell Sound.
Ad Council · The Secret to Motherhood
The Ad Council presents The Secret to Motherhood, a lifestyle video project capturing an intimate, candid discussion among a group of mothers. Set in a sunlit park, the production leans into a documentary aesthetic to document the interaction in an outdoor environment. Utilizing a live-action technique, the film prioritizes natural light to maintain a grounded and conversational atmosphere throughout the scene.
Ad Council · Out of Place
The Ad Council’s Out of Place commercial captures a series of domestic cognitive lapses, following a protagonist as she navigates a familiar home where everyday objects appear in jarringly incorrect locations. Directed by Lalou Dammond and Joaquin Baca-Asay, the film employs a cinematic, live-action approach characterized by warm, natural light and clean interior compositions. Produced by Chelsea Pictures, the project balances narrative subtlety with atmospheric visual effects. Editorial work was led by Matt Murphy, with post-production and VFX services provided by EXILE and Company 3 New York. Tim Masick handled color grading, while the soundscape was developed by Premier Music Group and Howdy Sound, featuring writing contributions from Karen O and Spike Jonze.
Ad Council · Love, Your Mind
In a poignant intersection of elite athleticism and vulnerability, the Ad Council’s Love, Your Mind campaign masterfully explores the intricate relationship between physical movement and internal well-being. This public awareness project features professional gymnast Jordan Chiles, who strips away the competitive pressure of her sport to engage in an expressive, fluid performance. Set against the stark, industrial backdrop of a dimly lit training facility, the campaign utilizes dramatic overhead lighting to isolate Chiles, allowing her graceful gestures to command the viewer's full attention. By capturing her rhythmic, controlled movements, the work offers an intimate, documentary-style look at self-care as a grounding mechanism. The cinematic quality of the piece is elevated by a deliberate live-action technique that employs slow motion, emphasizing the quiet, meditative nature of the athlete’s routine rather than the typical intensity of high-stakes sports content. Through this evocative visual narrative, the non-profit messaging shifts from traditional PSA structures to a deeply human-centric lifestyle exploration. The project succeeds by humanizing mental health, framing it not as a clinical issue but as an essential, rhythmic dialogue between the mind and the body, ultimately positioning mental wellness as an active, ongoing practice rather than a static goal.
Ad Council, Sesame Workshop · Maternal Mental Health - Love, Your Mind
Ad Council and Sesame Workshop collaborate on this public awareness campaign, Maternal Mental Health - Love, Your Mind. The initiative features recognizable puppet characters navigating the realities of parenting through expressive dialogue and gentle, day-to-day interactions. Set against the backdrop of a brightly colored domestic kitchen and living room, the production employs warm interior lighting and detailed set design. The creative execution leans into a documentary-style approach while utilizing live-action techniques to facilitate its messaging.
Ad Council · Youth Firearm Injury Prevention
The Ad Council’s latest public awareness campaign, Youth Firearm Injury Prevention, utilizes a direct-to-camera address to reach audiences across various domestic and community settings. Featuring a physician as the central spokesperson, the video navigates through a residential dining room, a neighborhood basketball court, and a teenager’s bedroom to underscore the ubiquity of these spaces. The project employs a clean, live-action technique, capturing the environments through natural lighting that emphasizes the candid nature of the messaging. Sound design and music for the piece were crafted by Heavy Duty Projects, providing an understated auditory backdrop that keeps the focus squarely on the clinical safety guidance.
Ad Council · Elizabeth PSA
The Ad Council’s Elizabeth PSA is a documentary-style video project highlighting themes of personal growth and education. Shot in a lifestyle aesthetic, the piece utilizes natural light to frame a series of intimate, live-action sequences. Produced by emotion studios, the narrative follows a central figure through various settings, including a school environment, during a car commute, and while writing in a notebook. emotion studios also managed the project's post-production and VFX.
Ad Council · Celebratory Asset
This educational campaign for the Ad Council spotlights adult learning and academic milestone achievement. The project centers on diverse individuals in classroom and community environments as they celebrate graduating and earning high school diplomas. The film utilizes cinematic framing and natural lighting to capture candid, warm portraits of graduates interacting with their families and peers. Through a series of live-action sequences, the narrative emphasizes how pursuing education creates positive outcomes for personal employment and family inspiration.
Ad Council · Tell That to Them
The Ad Council’s "Tell That to Them" campaign serves as a public awareness project, utilizing live-action cinematography to explore narratives within suburban and urban environments. Produced by Spark & Riot with creative development by Standard Practice, the film moves across diverse lighting conditions. The project captures cinematic scenes of vehicles in motion and stationary subjects, oscillating between the neon-lit atmosphere of a nighttime diner and the clarity of suburban daytime streets. The execution emphasizes a grounded, realistic aesthetic.
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