Ultimat Vodka targeted professionals right outside their office windows with a stunt which it then turned into a viral video. Agency Amalgamated hired professional window washers in New York and Chicago to scale the windows of high rises, dressed in business attire. The window washers proffered a series of signs like "Do You Ever Leave the Office?"; "Have You Heard About Fresh Air? It's Amazing"; "Stop Working. Start Drinking"; and finally "Come Have a Drink (on us)" . The brand rewarded workers with an Ultimat-sponsored gathering later that day.
The stunt is part of a "Summer Fridays" campaign by the brand, which commissioned a survey that showed employees who take summer Fridays off experience a better work-life balance and are overall more productive on the job. Other work includes sponsored parties at companies such as Gilt Groupe and free pampering sessions on August Fridays at a New York barber shop, Truman's Gentlemen's Groomers. The brand is also running online ads on finance websites such as WSJ.com after 5pm on weekend nights that automatically send a personalized message to the reader, providing a map to the nearest bar that serves Ultimat.