- Toyota created an ad for the final episode of the long running series "Modern Family" that pays tribute to its 11 years of advertising and brand integrations for the sitcom, according to details shared with Marketing Dive.
- In the ad, which also appears on YouTube, the new Toyota Highlander drives past each of the houses from the show giving a nod to scenes that happened in past episodes. The spot's voiceover is provided by series actor Ty Burrell.
- The spot aired twice during a one-hour documentary about the series called "A Modern Farewell." The documentary looked at the show’s 11 year run and ran before the series finale on April 8.
Toyota becomes the latest brand to adapt its process for producing ads as the coronavirus pandemic makes it unsafe to shoot live-action commercials. The brand has sponsored "Modern Family" since its inception 11 years ago, when featuring stepfamilies and same-sex families was not common on prime time, according to a statement. With the iconic series ending, Toyota wanted to pay homage to its long relationship with the ABC show, but had to change its original vision for a live-action shoot.
At a time when emotions are running high as consumers await the outcome of the pandemic, the Toyota ad aims for an emotional send-off to the popular TV show by highlighting key milestones during its run while connecting with fans by celebrating the fun and laughter it has delivered over the years.
Toyota has been pivoting its ad strategy since the COVID-19 crisis hit the United States. Several weeks ago, the brand launched the "We Are Here for You" campaign, which plays up the importance of family and tells viewers "we are here for you now and in all the better days ahead." The national spot by Saatchi & Saatch makes use of archival footage and voiceovers to send a message of optimism.
ABC charged between $400,000 and $750,000 for a 30-second ad during the final episode of "Modern Family," Variety reported.