NEW YORK, NEW YORK - DECEMBER 09: Martha Stewart attends the iHeartRadio Z100’s Jingle Ball 2022 Presented by Capital One at Madison Square Garden on December 9, 2022 in New York, New York. (Photo by Slaven Vlasic/Getty Images for iHeartRadio)
Martha Stewart And Tito's Team Up For 'DIY' Dry January Ad
By Jennifer Waldera
In 2022, 35% of Americans participated in the annual month-long abstinence from alcohol, Dry January. Although it may not seem like the best time for alcohol advertisements, Tito's has crafted a "DIY January" commercial featuring a funny twist on homemaking using Tito's vodka.
In the commercial, Stewart uses Titos vodka in unconventional ways, saying, "If you've got Tito's lying around, don't just stare at it, use it." With her signature heartfelt delivery, she shows that Tito's vodka can be sprayed on shoes to prevent mustiness, kick up your marinara sauce, and clean dirty household items.
Stewart even demonstrates tenderizing meat with a handle-sized liquor bottle before ending the commercial with a drink, proclaiming, "Ah, f*** it, Martha needs a drink." Tito's is an ongoing supporter of Dry January, and although they have since sold out, they sold spray bottle attachments based on the ad, with the net proceeds donated to a charity of the buyers' choice.