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April 21, 2014

PhilDunphy

'Modern Family' Co-Creator Explains Genesis of iPad Story

by Brad Trechak, posted Apr 2nd 2010 12:37PM
Modern FamilyChristopher Lloyd, the co-creator of 'Modern Family', explained to The Live Feed blog that the recent iPad-centric episode of the show was not a case of paid product placement. You know what? I believe him.

Truthfully, the love of gadgets fits very well into Phil Dunphy's (as played by Ty Burrell) character. He's the sort of man-child that would love such toys as the iPad. Plus given all its publicity it has gotten so far, it's not likely the iPad needs more product placement. Lloyd told James Hibberd that they wanted Phil to get excited over a gadget, and the iPad seemed to be "the perfect one to use," since it was being released the Saturday after the episode aired.

More likely examples of paid product placement would be 'Chuck's' heavy use of the Subway restaurant chain or that painful episode of 'Smallville' that revolved around the consumption of Stride Gum that was infected with Kryptonite. It's also possible to name episodes of 'The Office' and '30 Rock' with paid product placement that got to the point of parody.

On the other hand, it's unlikely that the creator of a show would ever admit to selling out. We'll have to accept that the complete truth will never be known. Enjoy the show!

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