Apple’s Ipad Product Placement On Abc’s Modern Family

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Apple’s new iPad made an appearance on last week’s Modern Family episode. Did you happen to catch it? Modern Family is a new show in its first season on ABC primetime. The show has had great reviews due to its great casting, family oriented storylines and a dash of edgy comedy, showcasing three different examples of today’s “modern families” shown in a positive light where each family has a healthy relationship with each other.

The show itself I feel has great success because it relates to so many families in today’s America. Utilizing this show was a genius idea by Apple. The show is focused on one family that has three very different households. One familiar face is Ed O’Neill, better known as Al Bundy on the long running show Married with Children. In this sitcom, he is a remarried grandfather with a younger, sultry Latina played by Sofia Vergara, who has a son from a previous relationship; and no, she’s not a gold digger.

Another kind of family showcased is a male gay couple that ...
... has adopted an Asian baby; and yes, they are the perfect parents. The last household is what America would probably consider as more normal where there is a married couple with three children going through the daily trials of married life; and guess what, no one is cheating. Each alternative lifestyle is working and the family is incredibly loving and supporting of each other. These are great examples of how these kinds of families are living happily and normally in the U.S.

So here is how the very crafty writers seamlessly plugged the iPad into the storyline. The character “Phil Dunphy” the father in the in the “normal” family was having a birthday. Phil wanted an iPad for his birthday. I believe this worked the best with this character simply because his needs are kind of always forgotten. The big challenge in the story line is not being able to get an iPad which would be another usual disappointment. His youngest son (and usually the most aloof) happens to contact his father’s friends, told them his father was dying and his final wish was to get an iPad. Somehow this works. Right when Phil thinks this was going to be just another forgotten birthday, he is surprised with the iPad.

The iPad was in full view here and it looked pretty dang cool, I must admit. As Phil was showing it off, the iPad had some great shots that really showcased what a cool device it was. Even cooler, as his wife surprised him with the iPad, there seemed to be some kind of application running of a cake with burning candles that he was actually able to blow out.

In my opinion, this product placement was a huge success. Not only did Apple pick the perfect show, but the writers were very strategic in how the iPad played into the story line all while showing very cool features. It made the iPad play the part of a coveted device and showed a great example of what kind of person would really love this product.

Great job Apple, I’m sold!