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Succession fans might call it “Martha Stewart Living+.”
The omnipresent entrepreneur, author, host and Sports Illustrated Swimsuit issue cover model—who has had a prolific advertising run recently hawking Liquid Death, Tito’s, BIC lighters and Skechers shoes—signed on as an advisor and spokesperson for newly-launched DTC brand Silvertree.
Silvertree is a tech brand that “aims to support living successfully and confidently” for “active older adults,” according to its website. Stewart is the face of its first product, the Reach: a wearable device with an alert system that connects users to a call center and contacts in case of emergency.
In the brand’s debut campaign, created by agency Mekanism, Stewart pokes fun at her famed lifestyle while sending a critical message to those living (slightly) similar ones.
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