Dolly Parton has rewritten the lyrics to her classic 1980 working woman anthem for her first-ever Super Bowl ad, a spot for Squarespace that will air on Sunday (Feb. 7) during the big game.
The revamped song, dubbed “5 to 9,” is an homage to the people who are using their off hours to work on their passion projects, with Parton flipping the lyrics to conform to our new reality.
The commercial, directed by Oscar winner Damien Chazelle (La La Land), with choreography by Tony winner Justin Beck, features a number of dancers from Broadway and Off Broadway hoofing to lines such as, “Working 5 to 9/ You’ve got passion and a vision/ Cuz it’s hustlin’ time/ A whole new way to make a livin’/ Gonna change your life/ Do something that gives it meaning.”
With the beloved track’s percussive piano line still intact, the ad that dropped on Tuesday (Feb. 2) finds the candy-colored outfit wearing dancers inhabiting cubicles where they indulge their other jobs, which range from launching an online dance school to indulging in the topiary arts and furniture design.
While Parton doesn’t, technically, appear, she does make a cute cameo, winking at the camera from the cover of the fictional Five-Nine magazine.
And there’s more in it for Dolly than just offering up a new version of the song for sale. The singer is also launching her namesake fragrance, Dolly, with a Squarespace list before Sunday’s (Feb. 7) Super Bowl LV matchup between The Kansas City Chiefs and Tampa Bay Buccaneers.
Parton’s Squarespace ad follows on the heels of previous spots from the company that starred Winona Ryder, Keanu Reeves, John Malkovich, Key & Peele and Jeff Bridges.
Watch the ad and listen to the full song below.