Atomic Direct Releases DRTV Spots for Mission Athletecare

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Atomic Direct produces spots for Mission Athletecare for the second year in a row.

Atomic Direct has released two DRTV campaigns for Mission Athletecare products. This marks the second year Atomic spots have promoted Mission Athletecare’s EnduraCool Instant Cooling Towel, and the first year for Mission’s newest product: the EnduraCool Multi-Cool.

Both products rely on EnduraCool technology powered by coolcore. When wet, the products can cool to 30 degrees below average body temperature. The new Multi-Cool features a tube-like design so that it can be worn while cooling. It also helps control sweat, protect from the sun and control hair. The TV spots feature endorsements by professional athletes Serena Williams, Dwyane Wade, Mia Hamm and Kevin VanDam.

Each campaign includes one and two minute direct response television spots as well as web and in-store videos. The spots target contractors and home improvement DIYers, and encourage viewers to go to a Lowe’s store, order directly by phone or buy online at All orders placed over the phone or online receive a free sports bag.

“These products are exceptionally exciting for anyone working on hot days,” states Atomic Founder & CEO Doug Garnett. “But sitting on the shelf consumers wouldn’t know the power of the product – wouldn’t know the tremendous value they offer – and wouldn’t fully appreciate the application for their personal needs. Mission chose to support them with DRTV as a proven way to drive the product off the shelf.”

View the Mission EnduraCool Towel spot here:
View the Mission EnduraCool Multi-Cool spot:

About Atomic Direct
Based in Portland, Ore., Atomic Direct is an industry-leading, full-service direct response television agency involved in all areas of creative, production, media, research, strategy and campaign management. Atomic clients include: Lowe’s Rubbermaid, DuPont, Drill Doctor, Briggs & Stratton and Kreg Tools.Visit the company online at: or read the blog:

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Cydni Anderson
Atomic Direct
+1 (503) 296-6131
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