This week, NAR let ABC’s Modern Family viewers get a glimpse of life as a REALTOR with a new, innovative and integrated narrative ad campaign.
In the show, lead character agent Phil Dunphy schooled Gloria (and the audience) on the difference between an NAR-affiliated REALTOR and a real estate agent. The storyline brand integration coincides with the launch of NAR’s newest campaign creative, featuring Phil Dunphy, played by actor Ty Burrell, the epitome of a helpful, knowledgeable real estate professional, who in a series of :15 and :30 TV and digital video spots and social posts will humorously engage consumers about all the ways Realtors® provide value in the homebuying and selling process.
While celebrities serving as brand spokespeople are nothing new, this campaign is innovative in that Ty Burrell remains in character as Phil Dunphy, a member of the National Association of REALTORS®. In addition, show creators Christopher Lloyd and Steven Levitan are directing the ads and collaborating with NAR’s new creative and media agencies Arnold and Havas. The new creative execution is part of the broader Get Realtor® campaign launched in February to communicate REALTOR® value to hyper-connected consumers, especially millennials.
To view the Phil Dunphy video spot, click here.
For more information, visit www.realtor.org.