Squarespace taps the country music legend to win over middle America.
If there's one thing Dolly Parton is known for, it's her independent spirit. That's a big reason why website company Squarespace hired her for its new Super Bowl ad.
"We wanted this ad and Dolly's story to serve as inspiration for individuals considering entrepreneurship," says Kinjil Mathur, chief marketing officer for New York City-based Squarespace. The spot reimagines Parton's 1980 labor anthem "9 to 5" for the gig economy and recession, encouraging people to ditch their day jobs and, says Squarespace, "turn an after-hours passion or project into a career" with, of course, a Squarespace website. Parton even has a new song, "5 to 9," a knowing wink to moonlighters in the title and chorus. Among the lyrics: "It's hustling time ... with a website that is worthy of your dreaming."