On May 4, 2016, the National Association of Realtors (NAR), Arnold, and Havas Media launched a first-of-its-kind partnership with ABC Television Networks, FOX Studios and the creators of “Modern Family” in support of their “Get Realtor®” brand marketing platform. What began as script integration for the television show evolved into collaboration on a multi-channel commercial campaign, “Phil’sosophies,” designed to remind people about the skills, knowledge and experience a Realtor® brings to the often complex task of buying or selling a home.

Featuring Emmy Award-winning actor Ty Burrell, the campaign kicked off through “Modern Family” script integration. In character as Phil Dunphy, Ty Burrell portrays an actual member of the NAR, deeply committed to their code of ethics. Burrell provided rich context in the episode about the NAR brand and the competitive advantage a licensed Realtor® can provide.

To further amplify the episode integration, Arnold created “Phil’s-osophies,” which comes to life through advertising, digital video and social media. Campaign creative features Ty Burrell as Phil Dunphy to provide a seamless connective thread. In addition to producing the integrated episode of “Modern Family”, the show’s creators Christopher Lloyd and Steve Levitan played a critical role in campaign content, partnering with Arnold’s creative team to develop commercial advertising, and serving as Directors for TV and online video content.

Additional Resources

Wall Street Journal coverage: ‘Modern Family’ Teams Up with National Association of Realtors in Integration Deal

Adweek coverage: The National Association of Realtors Finds Its Perfect Pitchman in Modern Family Dad

Huffington Post coverage: Life Imitates Art On ‘Modern Family’ When Phil Becomes A Realtor Spokesman IRL

MediaPost coverage: National Association Of Realtors Touts “Phil’s-osophies”