Dolly Parton Inverts ‘9 to 5’ for Squarespace’s Hustle-Themed Super Bowl Ad

The new anthem is a nod to the gig economy

The "5 to 9" ad was directed by Oscar winner Damien Chazelle. Squarespace

In its 1980 review, The New York Times called the now-classic film 9 to 5 “a comedy that turns that classic refrain into a militant cry for freedom.” But work culture has changed drastically in the 40 years since the film’s release. To many, a 9-to-5 work schedule may feel like a throwback to yesteryear. 

@ScottNover Scott Nover is a platforms reporter at Adweek, covering social media companies and their influence.