Big W has recruited American actor and star of Ten’s Modern Family, Eric Stonestreet, as brand ambassador.

Stonestreet stars in a new commercial for the discount department store which is the third phase of the retailer’s ‘Everyone’s a Winner’ brand campaign.

Stonestreet said he was proud to be the new ambassador for Big W.

“I know people think that living in LA is all Champagne and Rodeo Drive but I have always shopped at stores like Big W to get great value.

“I’m looking forward to helping more Aussies discover a good deal at Big W. After all, everyone feels like a winner when they get a bargain.”

The campaign, created by Saatchi & Saatchi, features a series of TVCS filmed at Big W’s flagship store in Western Sydney.

In what the retailer described as an “unusual move” the ads were partially unscripted to highlight the actor’s “natural comedic style”.

The 45 second TVC will run on free-to-air and pay TV channels nationwide and will be followed by 30-second and 15-second cut downs.

A multi-channel national campaign is set to follow.

Julie Coates, director of Big W, said: “As the recognisable and well-loved star of one of Australia’s favourite programs, and a genuinely great guy, Eric Stonestreet is a perfect fit for the brand and we’re thrilled he has come on board to promote Australia’s lowest prices at BIG W in the new phase of our successful campaign.”