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.

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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