‘Modern Family’ Lifts the REALTOR® Brand
May 6, 2016
UPDATE: This episode will air again at 10 p.m. ET/9 p.m. CT on Wednesday, Sept. 7, 2016. Don't miss it!
In an episode of ABC's "Modern Family" this week, viewers were schooled on the difference between a REALTOR® and a real estate agent.
In the episode, which aired Wednesday, Phil Dunphy, the show's resident real estate practitioner played by actor Ty Burrell, clarifies his status as a REALTOR® and offers Gloria a lesson about what sets REALTORS® apart from other real estate agents. At the end of the show, Dunphy is seen straightening an "R" pin on his jacket.
The National Association of REALTORS® partnered with "Modern Family" to craft the episode's messaging. Dunphy is "now one of America's best-loved REALTORS®," says Elizabeth Mendenhall, NAR's 2016 First Vice President.
The plot narrative of the show coincides with the launch of NAR's latest TV and online ads featuring the Dunphy character, who provides his "Phil's-osophies" on the ways REALTORS® provide value to home buyers and sellers.
Source: “‘Modern Family’ Product placement Takes Ad to New Level,” The Associated Press (May 5, 2016)
Updated: May 18, 2019