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By Webb Wright, NY Reporter

January 4, 2023 | 6 min read

Everything OK, Martha? You’ve been acting a bit strange lately.

Adland favorite Martha Stewart is back with a new ad for Tito’s Handmade Vodka. In celebration of Dry January, that stretch of time when many people like to detox after the boozy holiday season, Stewart isn’t just letting her bottles of Tito’s just sit there; she’s putting them to use – and sneaking the occasional sip.

In a clever bit of letter play, the ad exchanges the ’r’ in ’dry’ for an ’i’, imagining what a ’DIY January’ might look like between Tito’s and a solitary Stewart. Over the course of the one-minute ad, she takes us on a tour of DIY tips and tricks for how vodka can be implemented into various chores around the house. We see her, for example, pouring an alarming amount of the clear liquid into a pasta sauce (“for a little extra kick”) and tenderizing a large slab of meat with a 1.75-liter bottle of Tito’s.

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At the close of the ad, Stewart is getting cozy at her dining room table, fully giving up on Dry January, vodka-filled martini glass in hand.

Stewart, who began her career as a culinary writer and TV personality, has become a common celebrity face in the marketing world. Her advertising persona has solidified into a kind of harmless and charming character who also has a dark side. This clearly comes through in the new Tito’s ad, in which she plays the role of a lovable alcoholic. It was also on full display in a 2022 Halloween ad for sparkling water brand Liquid Death, in which she makes candles from the severed hands of blindfolded victims who are being ushered on to her chopping block like lambs to the slaughter. Damn, Martha.

Credits:

Tito’s Handmade Vodka

Taylor Berry - VP, Brand Marketing

Allie Wester - Director, Marketing Communications

Josie Fox - Creative Director, Content & Copywriting

Katy Gelhausen - Social Media Manager

Anna Chamness - Associate Manager, Public Relations & Social Media

Caitlin Warren - Creative Director, Design

A&L DIY Jan creds list

Charles Hodges- Founder and Executive Creative Director

Nick Kaplan - Executive Creative Director

Liz Delp - Creative Director

Vahbiz Engineer - Creative Director

Lillian O’Connor - Creative

Brett Simone - Creative

Joe Carr - Strategist

Danny Ryan - Producer

Jason Sheldon - Executive Producer

Leslie Hodgin - Group Business Director

Julie Carroll - Business Director

Arianna Grevious - Business Manager

Lenora Cushing - Director of Business Affairs

Felicia Simmons - Business Affairs Manager

Cam DiNunzio - Music Supervisor

Casey Wheeler - Music Supervisor

XYZ

Ben Surber - Editor

Rob Rosko - Producer

Emily Kundrot - Animator

Luke Buckley - Assistant Editor

Whitney Green - Executive Producer

Lisa Miller - Technical Coordinator

Micah Berry - Technical Director

Classified Pictures

Gavin Bellour - Director

Luca Fantini- Director of Photography

TJ Sansone -Executive Producer

The Mill

Mandy Harris - Senior Executive Producer

Alex Lubrando - Executive Producer

Hayley Savage - Associate Producer

Ashley Woods - Colorist

Overcoast

Matt Whitworth - Audio Engineer

JL Hodges - Executive Producer

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