Seth MacFarlane tried to run this ad in the entertainment-trade papers in L.A. a couple of days ago. They rejected it.
Instead he sent out mailers with the above on the front and this image on the inside:
This follows the 2010 mailer MacFarlane ran that featured Peter dressed as the girl from Precious and the slogan "Vote For Us Or You're Racist". This one sparked some controversy at the time, but that was most likely MacFarlane's intention.
He followed it us last year with a mailer read, "You have to vote for us. We did a Holocaust episode"
The inside cover read, "Celebrating diversity - written by 8 WASPs, 6 Jews, 2 Asians and 1 Gay."
Although the ad was released as a mailer, accompanying a DVD screener sent to the voting members of the Emmys, MacFarlane tweeted the pictures a couple of days ago, saying they refused to run them in the trades.
Family Guy is competing in the best comedy series category. It has been nominated four times in a row since MacFarlane changed the category from best animated series in 2009. That year Family Guy became the first animated comedy to win a nomination for best comedy series.
Modern Family received 17 Emmy nominations last year winning best comedy series and best supporting acting awards. Here's their mailer: