US Ad of the Day: Martha Stewart says ‘f**k it’ to Dry January with Tito’s Vodka
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.
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.
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
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
Gavin Bellour - Director
Luca Fantini- Director of Photography
TJ Sansone -Executive Producer
Mandy Harris - Senior Executive Producer
Alex Lubrando - Executive Producer
Hayley Savage - Associate Producer
Ashley Woods - Colorist
Matt Whitworth - Audio Engineer
JL Hodges - Executive Producer
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