Martha Stewart teams up with Tito’s to mock Dry January and it’s not a good thing. Dry January is doable New Year’s resolution by virtue of its ephemeral nature. So why is Martha trying to trick people into a Wet January? Opinion by vinaymenon
I’ll raise a glass to this. Cheers to you, Dry January. Alcohol is the most socially acceptable form of slowly poisoning your own body. If you can simulate a teetotaller until February, it’s a good thing.The tongue-in-cheek campaign, unveiled this week, starts with the lifestyle guru sounding wryly pragmatic: “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.
Then at the end, she caves to temptation and sips a martini while narrating in the third person: “Ah, f--- it, Martha needs a drink.” To close out 2022, the marketing company time2play surveyed 1,000 Canadians about resolutions. The No. 1 reason for failure was a “lack of motivation.” It’s a PR stunt disguised as a message of lasting empowerment. But if someone is curious about free weights or a spin class, this preachy tone is not helpful. Equinox is acting like it’s a Bohemian Grove. Just let people join your stupid club, even if stats show most new members will quit long before the March equinox to begin exclusively working out their forearms and jaws at Krispy Kreme.This is subliminal advertising masquerading as comedy. There’s a product shot in every frame.
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