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Field Reports

1 Mar, 2009 By: Thomas Haire, Jacqueline Renfrow Response


Obama Infomercial Leads 2008 Jordan Whitney DR Awards

By Thomas Haire (thaire@questex.com)

TUSTIN, Calif. — Praising President Barack Obama for putting "the infomercial back in the headlines and [making] it the subject of discussion on news shows across the nation," Jordan Whitney awarded the 30-minute show that aired just days before the November presidential election as its Infomercial of the Year. The announcement was made as part of the company's annual Greensheet Awards for Infomercial and Short-Form Excellence.



Eligible productions include all the new infomercials and short-form DRTV presentations reviewed in Jordan Whitney's reports during the calendar year (more than 400 infomercials and 350 short-form spots). This includes all-new editions of previously aired infomercials and spots, as well as productions featuring wholly new products.

The "Obama for America" infomercial, filmed by Davis Guggenheim (director of the Academy Award-winning documentary "An Inconvenient Truth"), was seen by more than 33 million viewers across the United States — a bigger audience than last season's finale of "American Idol" on Fox. No one could quibble with the results of the show as, just days later, Obama was elected the United States' 44th president.

The award for Best Short-Form Production of the Year went to Allstar Marketing and Blue Moon's sensational Snuggie, a blanket with sleeves that became the true DRTV sensation of 2008 (and, thus far, 2009).

Category award winners include:

  • 1. Best Personal Care Infomercial Infiniti Nano (Conair Corp.)
  • 2. Best Beauty Infomercial Sheer Cover (Guthy-Renker Corp.)
  • 3. Best Business Opportunity Infomercial Winning in Cash Flow (Dalbey Education Institute)
  • 4. Best Weight-Loss Infomercial Rob Nevin's Skinny Switch (Guthy-Renker Corp.)
  • 5. Best Entertainment Infomercial Ultimate Oldies but Goodies (Time-Life Music)
  • 6. Best Health & Fitness Infomercial Core Rhythms (DV Creations)
  • 7. Best Housewares Infomercial Shark Steam Mop (Euro-Pro)
  • 8. Best Self-Help Infomercial Your Baby Can Read (Your Baby Can Read)
  • 9. Best Collectible Infomercial U.S. Presidential Dollar (Franklin Mint/Mel Arthur Productions)
  • 10. Best Corporate Brand-Building Infomercial Kodak Easyshare Printer (Eastman Kodak Co.)
  • 11. Best Demonstration Infomercial Monster 1200 (Euroflex)
  • 12. Most Innovative Infomercial Product Magicjack (Magicjack/Savings Shopping Network)
  • 13. Best Lead-Generating Infomercial Kreg Jig (Kreg Tools)
  • 14. Best Use of Celebrity in an Infomercial Meaningful Beauty (Guthy-Renker Corp./Lieberman Productions)
  • 15. Best Infomercial Direction Versus Vacuum (Bissell/Euro RSCG Edge)
  • 16. Best Infomercial Writing Haan (Haan Corp./Hawthorne Direct)
  • 17. Best Use of Infomercial Testimonials The FIRM/Wave Speed Slimming (Gaiam/Script to Screen)
  • 18. Best Infomercial Before-and-After Presentations Ab Coaster (Tristar Products/Script to Screen)
  • 19. Best Infomercial Direct Offer Shapely Secrets (Savvier)
  • 20. Best Infomercial Set Rockwell Jawhorse (Rockwell/Infomercials Inc.)
  • 21. Best Short-Form Demonstration Pet Zoom (Emson Corp.)
  • 22. Best Short-Form Direct Offer Wonder Hanger (Hampton Direct)
  • 23. Best Short-Form Beauty Presentation Spinlash (Akasha /Blue Moon)
  • 24. Best Short-Form Electronic Presentation Magicjack (Magicjack)
  • 25. Best Short-Form Fitness Presentation Iron Gym (OnTel Products)
  • 26. Best Short-Form Hardware Presentation Point 'n Paint (Point 'n Paint/Sullivan Productions)
  • 27. Best Short-Form Housewares Presentation Steam Buddy (Legacy Products/Sullivan Productions)
  • 28. Best Short-Form Personal Care Presentation Smooth Away (IdeaVillage)
  • 29. Best Short-Form Weight-Loss Presentation Slim Shots (IdeaVillage)
  • 30. Best Short-Form Direction Get A Grip (TELEBrands)
  • 31. Best Short-Form Writing Titan Peeler (Tristar Products)
  • 32. Best Branded Short-Form Presentation Ivory Snow (Procter & Gamble/SMW)
  • 33. Best Use of Short-Form Testimonials Crunchless Abs (Savvier)

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