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Ipad + Modern Family = Brilliance

Last Wednesday’s “Modern Family” episode on ABC was absolutely brilliant for its organic insertion of the soon-to-be-released Apple iPad. Even though this topic has been covered by the major publications, I too, as an entertainment marketer had to tip my hat to this outstanding product placement.

For those of you whom were not one of the 9.5 million viewers who saw this episode on March 31, basically, the geeky, clumsy, hilarious dad, Phil Dunphy, wanted a hard to get present for his birthday which is April 3.  April 3 just coincidentally also happens to be the launch date for Apple’s iPad, the all things device bringing music, the library and the movie theater into your lap.

Per the Wall St. Journal (article linked here), the producers of the series thought this idea up and had their network’s sales team approach Apple.  Apple loved the idea and apparently, no money exchanged hands.  The iPad was treated like any other prop in a episode.  It was just written in as a character, if you will.

But, why I did I love this – because it never felt like a commercial.  I totally believed that Phil’s character would have been geeky enough to “jones” for one of these new gadgets.  It fit his profile. The producers apparently were kicking around him purchasing a new video game – but that wouldn’t have been in line with his character.  Phil is always fiddling around with his flat screen TVs or wearing sound-proof headsets. He has always the latest gadgets. It was perfect.

I am so glad that an idea involving big conglomerates wasn’t killed on a lawyer’s desk. This was a nice moment for the viewers.

Bravo Apple and ABC!

Best,

Cindy (who too wishes she could get an iPad) Can I come over and see your’s? I’ll bring cookies.