Dolly Parton has teamed up with Squarespace, re-imagining her iconic track 9 to 5 as '5 to 9' for the website building company's seventh Super Bowl ad.
The campaign targets 'those dreaming of turning their after-hours passion project into their own business', highlighting the side projects of office workers.
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Dolly Parton commented, "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. 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 music video, directed by Damien Chazelle, shows office workers sitting in gray cubicles until they transform the space with their creative side project.
"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," Squarespace chief creative officer David Lee said. "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."
Squarespace is a content management system company that lets customers create and maintain websites. The privately held company was last valued at $1.7 billion in 2017, according to Pitchbook, and it recently announced that it confidentially filed for a stock market listing.