Ikea might be starring in some cool guerrilla webisodes and the indie rom-com (500) Days of Summer, but it's not the only big retailer getting a wet kiss from entertainment producers. Warehouse chain Costco scored prime exposure in last week's episode of the new ABC sitcom Modern Family, when shopping snob Mitchell learns about the store through his sensible partner, Cameron. (Flip ahead to 2:30.) When you're one-half of a dink (double-income-no-kids), you don't need to know about places like Costco. But baby changes everything, and the gay couple have a newly adopted infant. When Cameron stops for diapers at the mega-store, designer-duds-wearing Mitchell predictably turns up his nose. Until he steps through the door, of course, and goes nuts at all the bargain prices for stuff he never knew he needed. His cart overfloweth! The husky Cameron sums it up: "I'm sort of like Costco. I'm big, I'm not fancy, and I dare you not to like me." The marketer couldn't have said it better. The must-watch show, by the way, has been averaging 10.5 million viewers an episode and has just been picked up for a full season.
—Posted by T.L. Stanley