Atomic Direct Hones Drill Doc’s Pitch

LOS ANGELES A recently launched direct-response effort by independent Atomic Direct relies on “real people, in real settings” to showcase the attributes of Drill Doctor’s drill-bit sharpener, the agency said.

The work, which consists of a 30-minute infomercial and three 15-second spots, highlights product features including precision and ease of use, according to Doug Garnett, president and executive producer at the Portland, Ore., agency.

The effort is Atomic Direct’s second DRTV campaign on behalf of the client, Garnett said. The first, which ran for almost four years, helped Drill Doctor sell more than 2 million sharpeners, he said.

Launched earlier this month, the new infomercial has been “upgraded creatively,” Garnett said. It uses different consumer faces and work environments, and draws attention to updated product features. But astute viewers may notice some language repeated from the previous effort, he said.

“The infomercial is heavy on real people, and how they use the Drill Doctor in their real lives,” Garnett said. In one segment, for example, a motorcycle mechanic displays how the product’s bit-sharpening capabilities affect his work every day. In another segment, the show’s emcee-expert talks with auto-show attendees about how the product could improve their lives.

“When you get into branded work, a lot of traditional structures sound so fake,” Garnett said about the infomercial’s “man-on-the-street” structure. “But when you use a real consumer talking, there’s credibility to what they say.”

The 15-second commercials, which air during the infomercial as well as on national cable and as stand-alone spots, focus on “key issues that lead to a drill-bit sharpener purchase,” Garnett said. “Like why you’d rather give [someone] a Drill Doctor than another tie.”

The infomercial is scheduled to run indefinitely on cable networks including Discovery, Speed TV, Outdoor Life, the History Channel and Spike TV, as well as on local broadcast stations. Zephyr, Atomic Direct’s media partner in Portland, handled the buy.

Independent Motivational Design, Portland, handles the majority of the client’s print, box and retail work.

Owned by Professional Tool Manufacturing of Ashland, Ore., Drill Doctor spent just over $1 million on advertising in 2004, per TNS Media Intelligence. A specific DRTV ad budget was not available.