'Modern Family' shows how to make up for product location (2024)

In recent years, product integration has gradually become inevitable on television and films.Necessary evil (hello, prominently placed goals shopping bags! Couldn't be missed if we try, Billogo -shots penetrate!) Worth paying to pay to see commercially for free.

In the past there have been some iconic cases of product integration, fromE.T.'S Reese pieces toSeinfeld'S junior mint.Modern family, "Lost connection," can all surpass them.6S and iPads, the episode Claire (Julie Bowen) on her laptop in Chicago O'Hare International Airport, is prepared for) that Mia went after their recent competition.

In the context of the plot, Apple's apps and their well -known sound effects are as much as part of the action as Claire and the rest of her fierce family.At a certain moment, but non-app apps such as Facebook, Instagram and Google also get some screen time. Apple did not pay a cent to be there.Modern familyCo-maker Steve Levitan, who co-wrote and directed the episode.LevitanTold Associated Press.in Vis producers who have been sought and of course receive the blessing from Apple.Modern familyThe episode was centered around Ty Burrell's character Phil Dunphy Pining for one of to go-free iPad.Apple did not pay for inclusion in that episode.

Because there is no Quid Pro quo, the delivery of the usual waste that is accompanied by almost all product integration is.None of these special efforts to show the product.white collarThat has set aside for 30 seconds to show the automatic parallel parking function of a Ford Taurus.

Happy Levitan and the rest ofModern familyTeams look too smart.It also does not come as a particularly desperate or promotional.

In the current connected culture, an addiction to technology is also part of daily life as the tasks and squares that usually occupy the days of the Dunphy family.Apple's software is: Now you don't even have to look up from your laptop to record an episode of a hit -sitcom.

If there is a problem, it is that everything works a bit too impeccably: there are no unintentional cases or miserable connections in this episode, certainly not the experience of someone who has ever used FaceTime - or airport wifi.

But the ambitious half -uLevitan's promise ofQuartzlast summerThat his show continued to take risks and would not become self -sufficient in his sixth season in the light of critical trumpet."I think the show is as strong as it was, but I think it is a little less new for some," Levitan said at the time. "All our focus is now, how can we maintain the quality despite what some people say."