Squarespace has partnered with Dolly Parton to deliver an ad featuring a revised version of the country star’s “9 to 5”.
Sunday’s Super Bowl 55 events put on quite a show that promised a slew of new commercials to keep the audience entertained. However, one particular Super Bowl ad encountered some controversy after it used a newer version of Dolly Parton’s iconic 1980 song “9 to 5” which won its Grammy Awards for Best Country Song and Best Country Vocal Performance (Female) “won.
In a recent interview with Jimmy Fallon (via Vanity Fair), Parton explained how “9 through 5” was reinterpreted to become “5 through 9”, referring to the “sideline” or second (or third) jobs some people do after their corporate jobs for that day are done. Parton stated that she has partnered with Squarespace, a website building and hosting company that caters to “people who start a business, a lot of young people, a lot of entrepreneurs.”
The Super Bowl ad featured young people sitting on their desks in a desolate office. As upbeat music begins to play, Parton sings, “When you work between five and nine you have passion and a vision because it’s time for hectic, a whole new way of leading a life, changing your life and something too do that means there is. “
“Five to nine, you keep working, working, working, working five to nine until your dreams come true,” sings Parton as the Super Bowl ad for Squarespace staff begin transforming their subdued outfits into colorful, casual and to dance inside booths that show their “sideline”, from gardening to painting, woodwork to hairdressing and diving to baking.
While the Super Bowl ad encourages people to work for their dreams and make them come true, some have found it detrimental: forcing people to work good overtime. According to The flameSeveral news outlets have condemned the redesign of Dolly Parton’s iconic song in the Superbowl ad, calling it “deaf”.
The Super Bowl ad with Parton’s reinterpreted song was criticized by NewsweekDavid Shirota, who wrote that it “revalues the sideline economy and normalizes its radical assumptions that workaholism is necessary and that there is no separation between work and the rest of your life,” creating an unhealthy imbalance.
NBC News‘Kim Kelly also criticized the Super Bowl ad, writing that she was “portrayed as overjoyed to keep working after hours, her sideline activities are painted as liberating, fun and fulfilling, and the song itself encourages her” to be your own boss to climb your own ladder. ‘”
However, the Superbowl ad, celebrating work for one’s dreams, was quickly defended by numerous Twitter users who stepped into the debate to suggest that it is more about “how most small businesses are started.” ” – as a hobby.
Twitter users @DePernaProperty Pondered, “What’s wrong with work? Millions of us go to work every day dreaming of one day working for ourselves to have more freedom and independence.”
She wrote, “The point is, we work hard no matter what for ourselves and our families. That work ethic is commendable.”
Squarespace has turned off commenting on the Super Bowl ad’s YouTube video and has not yet commented on the issue.