Apple heads NIMA Awards

NIMA International, the trade association for the infomercial industry, cited Apple Computer Corp.'s program, "The Martinettis Bring Home a Computer," as Best Corporate Brand/Image Awareness Building Infomercial during its NIMA Awards ceremonies in Las Vegas Tuesday night. The Apple program was produced by Tyee Productions and Hawthorne Communications. "Sears Craftsman Pocket Socket," created by Sears Craftsman and distributed by King World Direct, won best short-form commercial product. Procter & Gamble Co. also won a NIMA Award in the Best Infomercial Production, More than $100,000 category, for its "Spa de Pantene" infomercial, produced by the A&R Group and Grey Advertising. Other awards include: Best Infomercial of the Year to Jake Steinfeld and his "Body by Jake Ab & Back Plus"; Best Male Presenter to Richard Simmons for his infomercial "Farewell to Fat"; and Best Female Presenter and Best Documercial to Victoria Principal for her "Principal Secret IV" infomercial.