Dolly Parton has put a new twist on her classic “9 to 5” song for Squarespace’s Super Bowl commercial.
The country superstar re-recorded the track as “5 to 9,” turning it into a anthem for the after-hours passion projects and side hustles, says David Lee, chief creative officer, Squarespace.
“On the heels of the historically bad year we have had with the pandemic and economic uncertainty, more people than ever are considering entrepreneurship and looking to become their own boss,” Lee says.
The goal of the spot, created in-house, is to showcase how Squarespace can provide the tools for anyone to turn their side hustle into a business.
The commercial depicts more of a traditional office space at a time when many professionals have been working remotely and juxtaposes it with the other types of work possible.
“With all that’s going on in the world we wanted to try to put out a piece that injected optimism, rather than going a more serious route,” Lee says. “We wanted to give people a gentle nudge to go after those dreams.”
As part of the campaign, Squarespace is also launching a website for Parton’s own side hustle, a line of fragrances.
Last year, Squarespace ran an ad starring Winona Ryder, creating a website in a snowbank on the outskirts of Winona, Minn., the small Midwestern town where the actress was born.
To direct this year's ad, the brand tapped "La La Land" helmer Damien Chazelle, who last year directed Apple's sweeping, genre-spanning vertical film. Superprime was the production company.