American TV show Modern Family recently wrapped up its fifth season. It has received mixed reviews, although it still generated very good ratings.
The show has been fairly light on product placement and was usually done in a subtle way. The fifth season wasn’t very different, although it had a couple of outliers. An episode that was set in Australia was particularly extreme when implementing product placement.
The ‘Australia’ episode looked like a half an hour tourist ad for Australia with shots of Sydney Opera House, Bondi beach, Sydney Harbour Bridge, the Great Barrier Reef …
Rumor has it that Australian airline company Qantas paid $3.7 million for the sponsorship of that episode, although a Qantas spokesman dismissed the figure as ”grossly inflated” and said a large part of the airline’s contribution had been providing flights.
Let’s check some other product placement from the fifth season.
iPhones and iPads
All three families from the show are Apple users, especially the Dunphy family which is a “full Apple” family. I’ve published quite a few blog posts on Phil Dunphy’s obsession with iPad and the fifth season wasn’t an exception: we’ve seen him using iPad several times.
There were different car brands and models involved in the last season of Modern Family. Mitch and Cam remained loyal to Toyota Prius, Phil drives Ford Taurus, while Claire owns Toyota Sienna. On the other hand Jay and Gloria own Mercedes ML and Audi A8.
JetBlue and Mandalay Bay
In the ‘Las Vegas’ episode all characters flew from Los Angeles to Las Vegas with JetBlue and stayed in Mandalay Bay.
For more appearances of the aforementioned brands check this slideshow:
Product placement in Modern Family season 5 wasn’t spectacular, but authors and producers remained loyal to brands that have been a part of the show for a long time. Families still drive the same cars and use Apple products. The whole Australia episode was a bit over the top, but otherwise Modern Family remains a perfect show for a quality product placement.
Mitch: Silver Toyota Prius (Season 1-4) Silver Toyota Prius hatchback (Season 5-11)
Cam: Red Chevy Malibu Lt (season 1-2) Red Volvo S60 t6 (Season 2-11)
Gloria: Black Porsche Cayenne (Season 1) White Bmw X5 (Season 2-4) Black Mercedes ML (Season 5-11)
Jay: Black Mercedes S class convertible (Season 1-3) Silver Audi A8 (Season 4-11)
Haley: Red Toyota Corolla (Season 6-11)
Phil: Black Cadilac Ct-S (Season 1-3) Black Ford Taurus (Season 4-11)
Claire: Gold Toyota Sienna (Season 1) Grey Toyota Sienna (Season 2-8) White Toyota Camry (Season 9-11)