Side Hustling ‘5 to 9’; Bezos to Step Down: Wednesday’s First Things First

Welcome to First Things First, Adweek’s daily resource for marketers. We’ll be publishing the content to First Things First on Adweek.com each morning (like this post), but if you prefer that it come straight to your inbox, you can sign up for the email here. Dolly Parton Inverts ‘9 to 5’ for Squarespace’s Hustle-Themed Super Bowl Ad Creative professionals, Dolly Parton is singing for you—and all the work you put into your side hustle—in Squarespace’s Super Bowl LV ad. The energetic and colorful ad reverses Parton’s famous “9 to 5” song about the drudgeries of a standard job and celebrates that creative pursuit you work on after hours, from “5 to 9,” and of course the Squarespace website on which many of us host our side hustles. Dance along with Dolly in the full ad. Matthew McConaughey Returns to His Full-Bodied Self as Doritos Drops Super Bowl Ad After three teasers hinting at a Matthew McConaughey whose appearance leaves others stunned and grants him the ability to float along like a kite, #FlatMatthew has finally been revealed in Doritos’ Super Bowl ad. Sadly, Matthew isn’t feeling great about being flat, but as you can imagine, 3D Doritos cure what ails him. However, he does end up with a different sort of problem. Watch the ad to see how it plays out. More Big Game Updates: News from Huggies, Bud Light, Lowe’s and More Huggies has released a humorous and heartwarming Big Game ad teaser celebrating—and speaking directly to—babies. And much like babies, it’s so big! Which is to say, the teaser is almost four times the length the actual ad will be. Check it out.Bud Light’s most famous heroes assemble: The Real Men of Genius, Post Malone, the Bud Knight and more come together to help after a disastrous accident. Watch them save the day.Lowe’s won’t be running an ad this year, but it is actively responding to other advertisers in the game: Every time the word “home” is mentioned in a commercial, it will donate to provide home repairs for frontline workers. Learn more.Lil Nas X returns to the Super Bowl for the second year in a row, but this time in an ad for Logitech. It may not be as catchy as the Cool Ranch Dance, but it is certainly inspiring.ViacomCBS is going all out to promote Paramount+ during the Super Bowl, with promos during CBS’ coverage before, during and after the event, plus stunts and content teases. [Catch a glimpse of what’s to come.]State Farm dropped a couple of teasers featuring Aaron Rodgers and Patrick Mahomes, and hinting at more big names to come. [Watch now.]In an ad for Dexcom’s diabetes tech, Nick Jonas earnestly discusses how finger pricks can be a thing of the past. [Watch.]WeatherTech’s two Big Game spots will reprise the “Made in America” messaging that the brand has used in the past. [See them both.]Hulu will sit out the Super Bowl after four consecutive years, but it will as part of an ad for the Disney Bundle. [Learn more.] Keep up with the latest Super Bowl updates in our Big Game Ad Tracker. For instance, watch Fiverr’s ad teaser, which features a scene that'll transport you back to 2020—and Four Seasons Total Landscaping. Jeff Bezos Will Step Down as Amazon's CEO Billionaire business titan Jeff Bezos has announced his plans to step down from his role as Amazon’s CEO in Q3 of this year. Bezos will pass the reins to Andrew Jassy, CEO of Amazon Web Services, and set off to focus on “focus [his] energies and attention on new products and early initiatives.” Find out what projects he’ll turn to instead. Publishers Are Caught in the Crossfire as Ad Tech Builds Contextual Targeting Offerings As the demise of third-party cookies approaches, ad-tech companies are turning their efforts to contextual targeting, which offers an attractive alternative. That means sending out web crawlers to explore content and domains, gathering data that’s sold to marketers looking for relevant content. But these crawlers can burden websites with invalid traffic and impact performance—and undermine publishers’ sales efforts. Adweek’s Andrew Blustein gets the insiders’ perspective on how publishers are considering and responding to this development. More of Today’s Top News and Highlights: Pandemic Is Accelerating Google’s Rivalry With Amazon and Traditional TVHavas Media Furthers Insights, Investment Offerings With New LeadersBoll & Branch Names Jonathan Bottomley CMOEli Lilly’s Chief Media Officer on ‘Gaining Strength As You Go’Podcasts Give Advertisers a Unique, Direct Line to Consumers OkCupid Gives an Inclusive—and Slightly NSFW—Update to Valentine’s Day Cards Dating app OkCupid worked with agency Mekanism to release a series of inclusive digital greeting cards for people to send to partners, friends or themselves. The virtual notes—some of which are mildly NSFW—feature messaging and illustrations meant to represent the breadth of identities of the app’s users. Check out several of them here. More of the Latest: Funky Buddha Brewery, The Community Mix Local TV Spot, National Snapchat LensEdgewell Personal Care Relaunches Schick Hydro as the WFH RazorProfiles in Black Creativity: Brian Anderson and the Queens Center Mall Project “I Am”This AR Project Replaces Confederate Statues With Racial Justice LeadersFollow President Biden’s Zero Tolerance Policy When Hiring—and Firing