ABC’s ‘A Million Little Things’ Campaign Includes a Suicide PSA and Nods to ‘This Is Us’

Network gave up promo time to air the public service announcement after tonight’s premiere

ABC's 100-plus "Friendship Is..." billboards changed two weeks ago to reveal a Million Little Things cast shot. ABC/Matthias Clamer

One of fall’s most-anticipated new series—especially for ad buyers—premieres tonight as ABC debuts A Million Little Things. And the network’s marketing campaign for the show is both leaning into the show’s parallels to This Is Us while also trying to differentiate it from hit NBC drama.

@jasonlynch Jason Lynch is TV Editor at Adweek, overseeing trends, technology, personalities and programming across broadcast, cable and streaming video.