Dolly Parton re-recorded her iconic '9 to 5' for a Squarespace Super Bowl commercial about side hustles

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  • Dolly Parton recorded a new version of “9 to 5” for a Super Bowl ad.
  • The new song is called “5 to 9,” for people who run side projects on Squarespace.
  • A new line of Dolly Parton fragrances hosted on Squarespace will also launch before the Super Bowl.
  • Visit Business Insider’s homepage for more stories.

Dolly Parton partnered with Squarespace for a twist on her well-known song “9 to 5” for a Super Bowl commercial.

The new version of the song is titled “5 to 9,” in a “rallying call to those dreaming of turning their after-hours passion project into their own business,” Squarespace said in a statement. The music video, directed by Damien Chazelle, shows office workers sitting in grey cubicles until they transform the space with their creative side project.


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“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 told Ad Age. “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 $US1.7 billion in 2017, according to Pitchbook, and it recently announced that it confidentially filed for a stock market listing.

Alongside the ad, Squarespace is also hosting a website for Parton’s new fragrance line, which will launch before the Super Bowl.

Watch the music video here.

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