Johnson & Johnson has been running a series of TV ads for its Windex brand that relies on the large glass walls of the modern house. In the spots a pair of birds (crows?) torment a home owner, ringing his bell, closing his sliding door, in order to watch him run into the very clean and clear glass because Windex "leaves a streak-free shine." - much like a poor bird would. In follow up spots the birds watch on while the home owner manages to do it on his own. I don't know that they have really leverage the desirablility of the modern house in these pieces but they certainly exploit one of its greatest features which is the transparency to its outdoor spaces.