Ad airs Feb 7th
Dolly Parton has re-written and re-recorded her iconic workplace anthem “9 To 5” for a new Squarespace Super Bowl ad. Changing the lyrics to “5 To 9,” the new version issues a rallying call to those dreaming of turning their after-hours passion project into their own business.
The campaign was directed by Academy Award winner Damien Chazelle and choreographed by Tony Award winner Justin Peck. The ad highlights the unique side projects of office workers in a scene that transforms drab office cubicles into vibrant studio spaces, bringing all of their ideas to life.
Squarespace worked with Parton to rewrite the lyrics to her iconic song to celebrate this new era of work where it’s more accessible to start a business and be your own boss. The ad empowers anyone with a dream to get started. Parton’s own side hustle, a brand new namesake fragrance, will launch its website on Squarespace before the Super Bowl at DollyFragrance.com.
“I loved the idea of taking my song ‘9 to 5,’ and mixing it up for a new Squarespace campaign. That’s the beauty of music, it is always changing and growing to meet the world around it,” Parton shares. “There’s a whole new generation of people out there ready to change the world, to meet the growing needs that they see, and I think Squarespace is going to be there with them every step of the way.”
The spot will air live during the game on Sunday, February 7th.