Idea:

Give the Morgan Motor Company a contemporary appeal while authentically connecting with a younger audience and increasing the brands visibility to US consumers.

Execution:

Marked Entertainment evaluated scripts in both film and television and identified the hit ABC comedy "Modern Family" as possessing both the audience composition and ratings required to reach the Morgan Motor Company's targeted audience. By working with the producers of the series, a specific scene was selected starring Nathan Lane to showcase the 35th Anniversary Edition Morgan Plus 8.

Synopsis:

After 11 Emmys and countless belly laughs, Modern Family is back for a third season on ABC. This mockumentary explores the many different types of a modern family through the stories of a gay couple, comprised of Mitchell (Jesse Tyler Ferguson, Untraceable), Cameron (Eric Stonestreet, Almost Famous) and their daughter Lily, a straight couple, comprised of Phil (Ty Burrell, Dawn of the Dead), Claire (Julie Bowen, Happy Gilmore) and their three kids, Haley (Sarah Hyland, Another World), Alex (Ariel Winter, Kiss Kiss Bang Bang), and Luke (Nolan Gould, Friends With Benefits), and a multicultural couple, which is comprised of Jay (Ed O'Neill, Married With Children), Gloria (Sofia Vergara, Four Brothers) and their son Manny (Rico Rodriguez, Epic Movie).

Exposure:

Season 2, Episode 18: “Boys' Night”

Nathan Lane's character drives the vintage 2003 Plus 8 35th Anniversary Edition Morgan during the eightieth episode (March 23, 2011). Jay's attempt to avoid sitting through a symphony concert with Gloria and Manny lands him in the middle of Mitchell and Cameron's "boys' night out." After a few drinks, Jay ends up getting along fabulously with his son's gay friends, especially Pepper (Nathan Lane), who he makes a date with for the next morning to go to Palm Springs. Jay forgets about his plans the next day but it's too late: Pepper calls him on his headset from his red Morgan car for 20 seconds to tell him he is about to pick him up.

Results:

Modern Family has gone on to be network television's No. 1 TV program in Adults 18-49 on Wednesday nights for its 9th straight first-run telecast third season. The episode featuring the Morgan Plus 8 captured 10.89 million viewers for the car manufacturer and exposed the Morgan brand to a new generation of young and affluent American consumers.