Martha Stewart is back with a fresh Tito’s Handmade Vodka campaign. The campaign is in honor of Dry January, the month-long period when many people like to detox from the just-ended boozy holiday season. Stewart is simply not letting her bottles of Tito’s lie around; she’s using them and sneaking the occasional sip.

“DIY January” puts a twist on the no-alcohol-in-January pledge. It entices customers to use Tito’s for substitute tasks like flavoring pasta sauce or cleaning boots. In a 60-second ad, Stewart plays a woman using vodka for cooking and housework. However, she finally gives up on Dry January and chooses a martini.

Tito’s brilliant letter play ad

In a brilliant letter play, the advertisement turns the “r” in “Dry” to an “I” picturing what a “DIY January” between Tito’s and a lonely Stewart may look like. She gives us a tour of some do-it-yourself home improvement hacks. She incorporates vodka into a variety of household tasks throughout the length of the one-minute commercial. To tenderize a large piece of meat, for example, she uses a 1.75-liter bottle of Tito’s. She then pours an astonishing amount of the clear liquid into the spaghetti sauce for a little additional spice.

At the end of the commercial, Stewart is seated at her dining room table, a martini glass filled with vodka in her hand, and has completely given up on Dry January.

Martha Stewart’s advertising persona perfectly fits Tito’s handmade vodka ad

Stewart, who started her career as a food writer and TV host, is now a well-known celebrity in the marketing industry. Her public image has evolved into a type of lovable, sweet heroine with a dark underbelly. This is evident in the new Tito’s commercial, in which she portrays as a delightful alcoholic. 

In a Liquid Death ad from last year’s Halloween, Martha’s advertising personality also comes to play as she builds candles out of the severed hands of blindfolded victims who are being led to her butcher block like lambs to the slaughter.