The National Association of Realtors (NAR) has launched an elaborate advertising and content integration with ABC Television Networks, Fox Studios, and the creators of Modern Family.
Working with its agencies Arnold Worldwide and Havas Media, the year-long campaign features Modern Family character "Phil Dunphy” who works as a realtor on the show will now serve as a brand ambassador for the real NAR. Dunphy's "Phil's-osophies" include the art of negotiation, the importance of knowing how to craft a perfect offer and the value of knowing market trends. All creative ends with the tagline, "Get Realtor."
The campaign features social, online video, and advertising, including two spots, “Ball” and “Silence,” that launched during Modern Family's Wednesday May 4th episode.
Modern Family show’s creators Christopher Lloyd and Steve Levitan partnered with Arnold’s creative team to develop commercial advertising, and served as directors for TV and online video content.
"This is one of those rare instances when an idea presented in a review actually reaches the activation phase, as the genesis of this integration was part of Havas Media’s winning pitch to NAR in Fall 2015," the agency said. The realtor group chose sibling Arnold to be its creative agency just a few months earlier.
NAR represents more than 1.1 million members involved in all aspects of the residential and commercial real estate industries. The group spent around $50 million on ads last year, according to Kantar Media.