Modern Family’s Ty Burrell stars in new content series for Toyota Kluger via TMS and Generate
Toyota Motor Corporation Australia has joined forces with five-time Emmy Award winning series Modern Family and Network Ten to create an innovative and highly entertaining content series featuring the popular dad, Phil Dunphy (Ty Burrell).
The campaign was conceived by Toyota’s media agency TMS, which conceptualised the brand partnership between Modern Family’s much-loved Phil Dunphy and Toyota Kluger. Network Ten’s premium creative solutions division, Generate, was commissioned to create, write and produce the series alongside Modern Family and Phil Dunphy to support Toyota Kluger’s “Great Place to Raise a Family” brand campaign in a highly entertaining and relevant way for Australian families.
The content series to promote Toyota Kluger is one of the most innovative campaigns to date in the Australian market for Toyota, Fox Consumer Products and Network Ten.
Starring Burrell as Phil Dunphy, the content series was filmed in Los Angeles on the set of Modern Family, which in August 2014 won its fifth Emmy Award for Outstanding Comedy Series, tying with Frasier as the most awarded comedy in Emmy history.
Says Steve Levitan, co-creator and executive producer of Modern Family of working with Generate: “What was so great in this particular case is that Generate wrote a batch of scripts that were funny and had a lot of really great jokes.”
The content will run on the TEN channel, plus Network Ten’s digital platform tenplay and across Toyota’s digital platforms. The sixth season of Modern Family launched on TEN on Sunday, September 28, at 7.30pm.
7 Comments
…what happened to all “the really great jokes”? Because these are about as funny as bone cancer.
Why is he driving a right-hand drive car in the States?
So this is what happens when a media agency tries their hand at ‘content’
Channel 10 must be laughing that someone eventually bought this!
Ah, he’s never actually driving in these spots though is he? Just sitting there dishing out his Phil-osophies. In saying that, they’re quite well written, but I guess they just matched it to an exisiting character.
Could have been funnier though. But that could have been the client’s influence.
Why is he driving a right-hand drive car in the States?
Why is he driving a right-hand drive car in the States?
er, no… but he’s a character in an American-set sitcom, sitting in “his” car in “his” driveway… so why is it a right-hand drive?