Parton's new lyrics about entrepreneurs chasing their passion projects outside of regular work hours is yet another delightful example of the country music legend daring others to dream. In this case, the dream's to start your own business and be your own boss with the help of the website building experts at Squarespace.
The country icon's revision of a pop-accessible classic plays throughout a colorful commercial directed by Oscar winner Damien Chazelle (La La Land) and choreographed by Justin Peck.
"After a single conversation with her manager, she almost immediately went into the studio to record the '5 to 9' track," says Squarespace's chief creative officer, David Lee (as quoted by The Hollywood Reporter). "Dolly herself has been hustling her entire life and could really relate to the message we were trying to tell."
Parton's new lyrics explain Squarespace's services without descending into self-parody: "It's hustlin' time / Only way to make a livin' / Gonna change your life / Do somethin' that gives it meanin' / With a website that is worthy of your dreamin'."
"A lot of people through the years have wanted to change the lyrics to fit certain things they're doing," Parton told the Associated Press in an interview. "I really thought that was a wonderful thing, especially for Squarespace. They're so into people, new entrepreneurs working after hours to start their own businesses. '5 to 9' seemed to be a perfect thing when they pitched it."
Parton's as ever-present a celebrity now as she was when she shared the big screen in 1980 with Lily Tomlin and Jane Fonda. So she certainly fits a stage as grand as Super Bowl LV. Now we'll just need one of the biggest stars to ever emerge from Nashville to do something more during the big game than participate in a Super Bowl commercial, like singing the National Anthem or performing during the halftime show.
"I know it's just a big commitment," Parton told the Associated Press. "If you do good, you do great. If you do bad, you do bad in front of all those people. [The ad] seemed like the perfect kind of way to do it."