Martha Stewart Finds Other Uses for Tito's Vodka in Dry January

Whoa, Martha Stewart! Put down that Tito’s Handmade Vodka! It’s Dry January! What? You’re not drinking it, you’re using it for household chores? OK, then.

Now you know the premise of Arts & Letters Creative Co.’s :60 for the brand. Alas, Martha keeps her top on and doesn’t lop off anyone’s limbs, but she quips and preens as only she can, providing a good time for all:

Note how she adds Tito’s to her pasta sauce with wild abandon, sprays some from a cleaning bottle into her face, and “tenderizes” beef with the blunt end of a vodka bottle. There’s even a bleeped curse word at the end. F*** yeah!

What would you call that style of humor? Wry? Spry? The word escapes me. Let’s go with DIY, the crux of the campaign—it’s themed “DIY January”—and the doyen’s area of expertise.

“The challenge was to find a way for Tito’s to be relevant during Dry January, the month where a lot of people aren’t thinking about drinking vodka,” A&L creative Lillian O’Connor tells Muse. “When the team did a little research, we realized the DIY community was using Tito’s for all kinds of stuff that had nothing to do with cocktails.”

At that point, casting Stewart “was a no-brainer,” O’Connor says. “She’s the original queen of DIY and relatable for all kinds of people.”

The push includes limited-edition DIY January bottle-topper attachments—”The Deodorizer,” “The Flavorizer” and “The Cleanerizer”—so folks can re-enact the tasks from Martha’s commercial at home. (It’s probably more fun to do that after a few shots. Maybe in February.) All proceeds from each $10 sale benefit charities.

CREDITS

Tito’s Handmade Vodka
Taylor Berry – VP, Brand Marketing
Allie Wester – Director, Marketing Communications
Josie Fox – Associate Creative Director, Content & Copywriting
Caitlin Warren – Associate Creative Director, Design
Katy Gelhausen – Social Media Manager
Anna Chamness – Associate Manager, Public Relations & Social Media

Art & Letters
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

Music – OverCoast