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GINSU INTRODUCES NEW STATE-OF-THE-ART KNIVES WITH AN INFOMERCIAL FROM TYEE THAT PROMISES TO BE ON THE CUTTING EDGE

 PORTLAND, Ore., June 9 /PRNewswire/ -- Ginsu, the company that became a legend through late-night television spots for its $29.95 wonder knives, has decided to step into the '90s with the introduction of its Ginsu Professional Series cutlery, Tyee Productions said today.
 The long-time manufacturer of knives for many of the world's most prestigious brand names, Ginsu will debut its new state-of-the-art product through its first-ever 30-minute infomercial early this summer.
 And to ensure that their new infomercial will be on the cutting edge of modern marketing, Ginsu hired Tyee Productions, the Portland-based company that revolutionized the direct response industry with its award- winning infomercials for Soloflex, Proform's CrossWalker and Voice Powered Technology's voice-activated universal remote control.
 Together, Ginsu and Tyee have created a half-hour infomercial that promises to shatter prevailing perceptions of the medium by introducing a format that incorporates an entertaining, three-act storyline for the first time ever.
 "Ginsu has become a part of Americana -- literally a cultural icon. It has appeared in cartoons, been mentioned in ads and movies, and been featured in the opening monologues of late night hosts Johnny Carson, Jay Leno and others," said Joe Dias, product development manager for The Home Shoppe, Ginsu's marketing partner in North America.
 "And yet there has never been a joke or cartoon that denigrated the product itself -- just the way in which it was sold.
 "Ginsu spent a lot of time and money making sure the new Professional Series would be the finest knives in the world. So it only made sense to select the most creative infomercial producer in the business."
 The irony is that Tyee had long touted its disdain for "slice 'em and dice 'em" style infomercials -- which is one of the reasons why Ginsu called.
 "The first thing Joe said to us was, 'We want a company that doesn't do Ginsu-like commercials,'" recalled Tyee Co-founder and President John Ripper. "We like to produce a show that promotes an image, as well as sells a product. And that's what Ginsu was looking for."
 Added Tim O'Leary, vice president of Tyee, "It's significant that Ginsu, the company that essentially founded direct response television in the late '70s, and one of the biggest marketing success stories of all time, is the one that is taking the infomercial industry to the next level.
 -0- 6/9/93
 /NOTE TO EDITORS: Photos and video available on request./
 /CONTACT: Sandi Serling of Serling & Associates, 503-697-0649, for Tyee Productions/


CO: Tyee Productions; Ginsu ST: Oregon IN: ADV SU:

LM-LS -- SE004 -- 6872 06/09/93 08:50 EDT
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Publication:PR Newswire
Date:Jun 9, 1993
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