• by Fern Siegel , February 5, 2025

The new campaign for Tito's Vodka — "The Good Gets Great" — was created by Arts & Letters, which produced four spots. 

The Spokescart 2.0 campaign runs across social, CTV and OLV, as well as Tito’s brand channels throughout 2025. The work continues the brand's 2024 introduction of The Spokescart. A bar cart, rather than a spokesperson, says it all.

The 60-second "After Hours" spot is here. The other spots are "New Neighbors,""Pregame" and "Watch Party."

The A&L agency decided to use few digital effects — almost everything was shot in-camera. The spot was directed by Luisa Kracht of Madre.

"The creative decision to go purely visual with minimal special effects was inspired by older and beloved characters we all grew up watching in the '80s and '90s. They communicated everything with body language and music, which was always charming to me," Lillian O'Connor, creative director at Arts & Letters, told Agency Daily.

"Because we shot everything practically, there’s an air of nostalgia attached to this work that we fell in love with. Sometimes having a piece of work that lets the visuals do the talking can have just as much impact as great dialogue," she added.

The Richmond, Virginia-based Arts & Letters' client work includes Wealthfront, ESPN, the NHL and Google Chrome.

Fifth Generation, Inc. is the parent company of Tito's Handmade Vodka, a corn-based vodka distilled six times in Austin, Texas. Beveridge reports his distillery license was the first one issued in the United States since Prohibition. As of 2022, Tito's recorded volume sales amounting to 11.6 million 9-liter cases in the United States.

The company was founded in 1997.