×

Smart Promo: Phil Dunphy Campaigns for ‘Modern Family’ Homevideo Release

Fox takes unique approach to promote comedy by turning to moments from the show and building campaign around one of its lead characters

Twentieth Century Fox Home Entertainment has turned to “Modern Family’s” Phil Dunphy to promote the comedy’s fourth season release on homevideo.

Dunphy, who is a real estate agent on ABC’s hit show, appears on bus bench ads, pillow cases and ads specifically designed around him. A new series of online banner ads began appearing Friday on sites like Zillow.com and Realtor.com.

The promos are unique for a homevideo release, with studios typically turning to tradiaitional media and in-store displays. But with “Modern Family,” Fox wanted to play with the popularity of the Dunphy character, and use moments that have appeared in the show to bring the events to life for fans.

It’s a unique strategy that makes sense for a show that’s proved a consistent ratings performer, and should help the disc release stand out from a crowded period at retail when many other TV shows are hitting homevideo timed with the new fall season.

The bus bench ad, featured in “Snip,” the season’s third episode, appears in 245 locations across Los Angeles and displays the phone number 866-5DUNPHY that plays a message from Burrell in character as Dunphy.

The pillowcase appeared in the “Career Day” episode, with Dunphy revealing the promo item to boost business. His wife, Claire, doesn’t want to see the pillowcase in the bedroom, saying: “One of him in bed is more than enough!”

Target will offer the pillowcase as an exclusive item that comes with the fourth season of “Modern Family” on Blu-ray or DVD at at its stores. Retailer promoted the item in circular ads leading up to the show’s homevid release.

http://youtu.be/XOQAdh2DLOQ
“‘Modern Family’ is one of smartest comedies on television,” said Mary Daily, president and chief marketing officer, worldwide marketing, Twentieth Century Fox Home Entertainment. “We had a lot of fun leaning into the storyline of season four to develop our campaign and to celebrate the best of Phil Dunphy.”

Naturally, Fox is also turning to Twitter, asking fans to tweet a photo of themselves on one of the benches @FoxHomeEnt with #ninjainablazer for a chance to win the fourth season on Blu-ray or DVD. It’s also giving away posters of the ad signed by Ty Burrell to people who upload their photo to NinjaInABlazer.com, again another reference to the show.

The fourth season of “Modern Family” bowed on Blu-ray and DVD on Sept. 24.

Popular on Variety

More TV

  • TV News Roundup: Netflix Drops Trailer

    TV News Roundup: Netflix Drops Trailer for Ryan Murphy's 'The Politician' (Watch)

    In today’s TV news roundup, Netflix has drops the first trailer for “The Politician,” and “Killing Eve” adds two to its cast for season 3.  CASTING Harriet Walter and Danny Sapani, both alums of “The Crown,” are set to join the cast of “Killing Eve” for its third season. British writer Suzanne Heathcote, whose past credits include [...]

  • Lady Gaga

    Variety Earns 14 Folio: Eddie & Ozzie Award Nominations

    Variety has received 14 Folio: Eddie & Ozzie award nominations for its coverage of the entertainment industry over the past year. The awards gala, which will take place at The Hilton Midtown in New York City on Oct. 30, celebrates publications that have demonstrated impressive investigative journalism, in addition to thoughtful digital and print design. [...]

  • Disneyland

    Disney Shares Slip Amid Reported Whistleblower Allegations of Inflated Revenue

    Sandra Kuba, a former senior financial analyst for Disney’s revenue operations unit, says she has filed a series of whistleblower tips with the U.S. Securities and Exchange Commission, alleging that the entertainment conglomerate repeatedly and systematically overstated its revenue for years, according to a MarketWatch report, by as much as $6 billion in a single [...]

  • Bob Bakish Joe Ianniello

    ViacomCBS Sets Board Members; Bob Bakish, Joe Ianniello New Deals Disclosed

    ViacomCBS has unveiled the 13 members of its board of directors and details of new employment contracts for president-CEO Bob Bakish and CBS chairman-CEO Joe Ianniello. The disclosure came Monday in a filing with the Securities and Exchange Commission, six days after Viacom and CBS at long last set an all-stock merger agreement valued at [...]

  • Carrie Underwood, left, and Reba McEntire

    CMAs Make Hosting Change: Brad Paisley Exits, Dolly Parton and Reba McEntire Are In

    The CMA Awards have had the most consistent hosting situation of any music awards show in television, but 11 years after installing Brad Paisley and Carrie Underwood as the reliable faces of the telecast, even ABC and the Country Music Association have decided it’s time for a switch. Come Nov. 13, Underwood will return for [...]

  • Ava Max iHeartRadio Wango Tango, Portraits,

    Megan Thee Stallion, CNCO, Ava Max to Perform at VMAs Pre-show

    CNCO, Megan Thee Stallion and “Sweet but Psycho” singer Ava Max (pictured) have been added to the performer lineup at this year’s MTV Video Music Awards. The three will take the stage during the VMAs’ red carpet pre-show, hosted by Terrence J and Nessa. Zara Larsson will join the two hosts as a special correspondent. [...]

More From Our Brands

Access exclusive content