Dolly Parton Inverts '9 to 5' for Squarespace Super Bowl Ad

In its 1980 review, The New York Times called the now-classic film 9 to 5 “a comedy that turns that classic refrain into a militant cry for freedom.” But work culture has changed drastically in the 40 years since the film’s release. To many, a 9-to-5 work schedule may feel like a throwback to yesteryear. 

In that spirit, a Super Bowl ad from Squarespace enlisted Dolly Parton to rewrite the lyrics to her original song “9 to 5,” the film’s title track, to address modern work and “hustle” culture. 

Enter “5 to 9,” an ode from Squarespace, the do-it-yourself website company, to the gig economy.

“The pandemic has been a catalyst, but the nature of work has been changing for quite some time,” said Squarespace CMO Kinjil Mathur in an email to Adweek. “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.”

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