Can the dad from 'Modern Family' make detergent cool?
A debonair man in a suit runs down the hallway of a rustic European mansion as a new-age beat keeps tempo.
The high-end fragrance he's shilling? It's Gain. By Gain.
The Procter & Gamble-owned laundry detergent brand is trading dull domesticity for the flashiness of opulent nightclubs in a send-up of luxury advertising tropes starring Modern Family's Ty Burrell.
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The new minute-long commercial follows Burrell, who plays dad Phil Dunphy on the ABC sitcom, through a "flashbulb-filled fragrance fantasy" with plenty of sensually whispered sound effects and "sexy faces" for the camera.
"I am looking much cooler than I should," Burrell told Mashable.
But the moody atmosphere is shattered when Burrell yells out, "Holy Nostrils!" upon running into a white-clad clone of himself.
The twist makes sense, given Burrell's comedic preferences.
"Generally, I prefer to be the butt of the joke. If there was one way to sum up what I prefer in comedy in general, it's that," he says.
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Topics Advertising
Patrick Kulp is a Business Reporter at Mashable. Patrick covers digital advertising, online retail and the future of work. A graduate of UC Santa Barbara with a degree in political science and economics, he previously worked at the Pacific Coast Business Times.
