Dolly Parton will add another first to her iconic resume when she debuts her first Super Bowl commercial this weekend.
Parton re-recorded her hit “9 to 5” as “5 to 9” for a new campaign for the website building and e-commerce platform, Squarespace.
“All the nine-to-five people, all of them can’t even go work their nine-to-five jobs now, so a lot of people are working from home,” Parton said in an interview.
“They’re building their own businesses online and even the ones that are still working nine-to-five, they still (build their own business) anyway. I thought it was a genius idea for Squarespace.”
When the website builder pitched the campaign with its re-written lyrics to Parton, she immediately hopped on board.
In addition, Dolly Parton is also partnering with the e-commerce platform to launch her new line of perfume.
“That is actually my side hustle,” she said of her self-title fragrance, slated to launch this spring. “Squarespace has built a website for that so it’s a win-win for everybody.”
Dolly Parton’s ‘9 To 5’ Still Relevant Four Decades Later
When asked about how she plans to spend her Super Bowl Sunday, Parton said she and her husband, Carl Dean, watch the game and make sure there’s plenty of snacks to go around.
While it’s Dolly Parton’s first Super Bowl ad, it’s Squarespace’s seventh commercial to air during football’s biggest game.
La La Land director Damien Chazelle ran the ad alongside choreographer and Tony Award winner Justin Peck.
Accompanying the 30-second spot will be a 60-second version that will premiere live on Squarespace’s YouTube page.
“The pandemic has been a catalyst, but the nature of work has been changing for quite some time,” said Squarespace CMO Kinjil Mathur in a statement.
“This next generation of the workforce has been dismantling the traditional idea of a 9-to-5 job, striking it out on their own and working on their own terms.”
Mathur said her goal for the ad is to “acknowledge those people who are working to make their side hustle their main hustle.”
“’9 to 5′ is such an iconic workplace anthem, and we wanted to rework the song so that it maintained its spirit, but lyrically resonated with the modern workforce,” added Mathur.