Set to the soundtrack of Dolly singing “5 to 9,” the campaign was directed by Academy Award winner Damien Chazelle and choreographed by Tony Award winner Justin Peck. The Squarespace Super Bowl ad highlights the unique side projects of office workers in a scene that transforms drab office cubicles into vibrant studio spaces, bringing all of their ideas to life.
In today’s passion economy, the way we work is changing and it’s more accessible to start a business and be your own boss. Squarespace worked with Dolly to rewrite the lyrics to her iconic song to celebrate this new era of work, and empower anyone with a dream to get started. Dolly’s own side hustle, a brand new namesake fragrance, will launch its website on Squarespace before the Super Bowl at DollyFragrance.com.