Video inspo: Martha Stewart says 'f**k it' to Dry January

She's back at it. After Liquid Death turned characteristically sweet-natured Martha Stewart into a sinister homicidal maniac, she's back in the ad game again — only this time, with a bit of a potty mouth.

During a month that really doesn't favour the alcohol industry, Tito's has tasked the DIY legend to find more uses for their vodka.

This hilarious ad is a clever way for Tito's to stay top of mind during Dry January, and with over 130,000 people signing up to take part in the challenge in 2022, it's a pretty smart choice. Who else is going to be advertising their alcohol after consumers have perhaps overindulged in the boozy festive season? 

The 60-second spot shows Stewart using vodka for household chores and cooking (ultimately giving up in favour of a martini). 

But it's not all a joke! To complement the January campaign, Tito's has also released a DIY January Kit that includes a line of bottle toppers that turn Tito’s bottles into household products. The products, named “The Deodorizer,” “The Flavorizer” and “The Cleanerizer,” have apparently since sold out, with profits donated to charitable causes.