– Dolly Parton rarely goes wrong. The singer and philanthropist has been even more admired in recent months. He donated for successful coronavirus vaccine development and got a child to safety when a vehicle approached. But Parton’s first Super Bowl commercial is deeply disappointing, writes Kim Kelly for NBC. Parton’s film debut in 1980 and the theme song she wrote for it and sang “9 to 5” drew attention to the problems faced by many employees, especially women. The powerful song and film inspired the 9to5 movement, which is still committed to improving wages and working conditions and preventing sexual harassment in the workplace. The battles on these issues are still ongoing. But you wouldn’t know from Parton’s “5 through 9” attack on the original, which ran on Sunday, an ad for a website builder.
“Rather than paying homage to the spirit of the original song that didn’t question the exploitative nature of everyday life, the Squarespace commercial offers a thin ode to sideline,” writes Kelly. “The office workers are portrayed as overjoyed to keep working after hours, their side jobs are portrayed as liberating, fun and fulfilling, and the song itself encourages them to ‘be your own boss, climb your own ladder’.” The commercial is propaganda for the gig economy, “a pathetic alternative to a stable paycheck and reasonable perks, and efforts to label it as a matter of” independence “or” your own boss “downplay how hard it is for so many gig workers is making ends meet, “says Kelly. She points out that it is especially deaf during a pandemic. If you have to have several jobs now, not everyone is in the mood for dancing. (You can read the whole piece and watch the commercial here.) (Parton turned down a Presidential Medal of Freedom.)