hawthorne direct Receives Three AXIEM AWARDS
Fairfield, IA - hawthorne direct, the direct response TV advertising agency, recently received three elite AXIEM AWARDS for hawthorne’s DRTV productions. hawthorne direct brought home the SILVER AXIEM AWARD for the Time Life AM Gold show (produced in association with Time Life), the SILVER AXIEM AWARD for the BRAUN Silk-epil short form production and the COPPER AXIEM AWARD for the zMAX Power System (produced in association with Future Thunder Productions).
Time Life AM Gold – SILVER AXIEM AWARD
The fifteenth Time Life Music infomercial in a long line of hit shows, “AM Gold” is the first to combine male/female co-hosts to help viewers find their way through some of the hottest AM hits of the Seventies. Produced by hawthorne direct and Time Life, this 30 minute walk down memory lane is set in the hallways of a classic high school, replete with pep rally banners and yearbooks.
Combining sophisticated graphics, performance footage, lifestyle scenes and on-location host segments, the program takes us back to that time of our lives when worries and responsibilities were no bigger than Friday night dates and showcases Seventies’ superhits such as “Fooled Around and Fell In Love,” “Bad, Bad Leroy Brown,” “Afternoon Delight,” “Horse With No Name,” “Shake Your Booty,” “Dream Weaver,” and “I Can See Clearly Now.” Targeted toward men and women, ages 25 to 50, this infomercial hit a strong nostalgic cord in millions of television viewers.
Braun Silk-epil – SILVER AXIEM AWARD
Braun’s new product introduction strategy for their eplilator Silk-epil focused on using 2-minute direct response spots to drive retail sales. The production used a silk motif to visually reinforce the phrase, “silk appeal.” The creative execution built an ownable brand awareness and created a cosmetic image in consumer’s minds.
zMAX Power System – COPPER AXIEM AWARD
zMAX Power System presents the ultimate in car care by going to the races at the Indianapolis 500 and visiting with AJ Foyt in his home and garage. This exciting, racing approach to engine performance and care keeps the viewer on the edge of their seat as they take the curves of the racetrack and cross the finish line.
Using the ‘racing’ approach to the infomercial lets the viewer be an insider in the garage and at the track. hawthorne direct ‘Takes it to the MAX’ with zMAX Power System and the viewer goes along for the ride.
zMAX Power System was produced for MORRIS INTERNATIONAL, INC., by hawthorne direct in conjunction with Future Thunder Productions.
"We are incredibly pleased to receive the AXIEM AWARDS for both our short and long form productions," said Timothy R. Hawthorne, chairman and executive creative director. "We take great pride in our creatives and look forward to producing many more quality DRTV shows and spots in the future."
The AXIEM AWARDS is a national awards program developed to honor producers of the very best in all forms of electronic media. The AXIEM AWARDS is the only competition representing the entire electronic media industry (television, radio, film, animation, the world wide web and interactive media).
With the advent of new technologies, the envelope for new processes and procedures is constantly pushed to the limit. As a result of these advances, some of the finest images and sounds have been created within the last few years. Competition for creative excellence in the electronic media industry is intense. In an effort to recognize these grand achievements, the AXIEM AWARDS has been designed to recognize Absolute excellence In Electronic Media.
hawthorne direct is a full-service direct response advertising agency, specializing in creative and production, long and short form media buying, telemarketing/fulfillment management and integrated marketing.
