Atomic Direct Releases Fall Kobalt Tools DRTV Campaign

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Atomic Direct releases a new campaign for the Kobalt Direct Drive Ratchet.

Portland-based DRTV agency Atomic Direct has released a television campaign for the Direct Drive Ratchet, a new product from Kobalt Tools. This marks the fifth year that Atomic has produced spots for the brand.

Unlike a traditional geared ratchet, the Kobalt Direct Drive Ratchet has a roller-bearing drive. So while a traditional ratchet requires a 10 degree swing to catch, the Direct Drive catches in less than 1 degree. That means it turns fasteners in those tight spaces where traditional ratchets fail – like working on the suspension or exhaust system of a car. The Direct Drive comes with 12 Multi-Fit sockets that work on most socket types.

“Kobalt is the proven leader identifying tools that solve the problems in the shop,” states Atomic Direct CEO Doug Garnett. “It’s a privilege to work with this brand and great products like these where demonstration through DRTV offers tremendous retail power.”

The campaign features both a 60- and 120-second spot, and encourages viewers to go to their local Lowe’s store, order directly by phone, or go online to All online and phone orders receive a free Kobalt Direct Drive Palm Ratchet.

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 Tool. Visit the company online at: or follow the blog at:

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