Tito’s partners with Martha StewartBy Alice Brooker
American vodka brand Tito’s has teamed up with television personality and writer Martha Stewart to produce an ad for Dry January.
The 60-second spot opens with the words ‘Tito’s Dry January’, which then transitions to read ‘Tito’s DIY January with Martha Stewart’.
Positioned at a table with a bottle of the handcrafted vodka, Stewart begins by saying: “Hey, I get it – it’s Dry January, so you’re not drinking much. But if you’ve got Tito’s lying around, don’t just stare at it – use it.”
Stewart then sprays a miniature bottle labelled Tito’s, resembling room spray, into a pair of boots.
“Say goodbye to musty smells,” she says.
She is then seen stirring a sauce while simultaneously pouring vodka into the pan, with the bottle now resembling olive oil.
“Add it to your pasta sauce for a little extra kick,” she continues.
At this point, Stewart carries on pouring the vodka into the saucepan of pasta sauce. “Maybe a little bit more,” she says.
The spot continues, seeing Stewart use the vodka for a number of activities that avoid consuming it.
“Spice up your Friday night by cutting through dirt and grime. And nothing tenderises your favourite meat like Tito’s,” she adds, while pounding a large bottle of Tito’s onto a slab of raw meat.
“Messy surfaces are no match for Tito’s,” Stewart continues, as she sprays a bottle imitating a cleaning product, but containing Tito’s, into the air.
“Keep your flowers in bloom with a splash of that vodka you can’t drink.”
Stewart then goes on to take in the aroma of the flowers, and retorts, “smells like February” with a smile.
“I certainly can’t think of anything else I’d rather be doing with my Tito’s,” she concludes.
The ad ends with the various bottles of Tito’s in different forms, before Martha adds: “Ah fuck it, Martha needs a drink.”
The kit of bottles was made available on the brand’s website for US$10, but has already sold out. It included: The Cleaneriser, for ‘cleaning surfaces’ with a trigger sprayer; The Deodouriser, ‘for smelly fabrics’; and The Flavouriser, for ‘cooking’.
All products were available in one-litre, 750ml, 375ml, and 200ml bottles.
Earlier this year, the brand increased its availability with the appointment of new distributors in Georgia, Azerbaijan, and Kyrgyzstan.
The brand also recently revealed at the TFWA World Exhibition & Conference that Tito’s is now available in Iraq, as well as in Montenegro duty free.
To watch the spot, click below.