Dolly Parton gets backup after Super Bowl ad triggers teat-suckers: ‘You come for Dolly, you come for all of us!’

In response to the 2021 Super Bowl commercial that was a reimagining of Dolly Parton’s hit song “9 to 5,” a “think” piece published on the NBC News website described the ad as “a tone-deaf misstep from the beloved icon” and “gig economy propaganda.”

Twitter fans of Parton and of free enterprise generally disagreed strongly with the Op-Ed.

In accordance with the theme of launching a business or pursuing a side hustle outside of normal working hours as a passion project, the somewhat cringey commercial for website building/hosting company Squarespace updated the song from the 1980 movie in which the country music legend also starred. The 2021 title is thus “5 to 9.” New lyrics are also included.

In content that perhaps almost reads like something from the Alexandria Ocasio-Cortez or Bernie Sanders playbook, freelance journalist Kim Kelly — whose bio indicates a background in writing about labor, politics, and “working-class resistance” — expressed disappointment that Parton associated herself with the commercial.

“Now, Parton’s silvery voice is being used to promote the false virtues of working overtime, when so many gig economy workers are barely scraping by and the tech companies who employ — but misclassify — them are raking in boffo profits. The gig economy is a wretched alternative to a stable paycheck and proper benefits, and efforts to paint it as a matter of ‘independence’ or ‘being one’s own boss’ downplay how hard it is for so many gig workers to make ends meet.

“The lack of a safety net has become even more apparent thanks to the increased demands and dangers of the Covid-19 pandemic Parton herself has helped combat,” the writer continued.

“Knowing this context, it’s so disappointing to read the lyrics to this new song and hear her literally sing the praises of ‘working, working, working.’ It’s not ‘fun’ or ’empowering’ to juggle multiple jobs; it’s an indictment of a system in which people aren’t paid fairly and workers are squeezed down to the last drop of energy.”


The writer hardly found any converts to the article’s underlying premise on social media, with some expressing the view that the essay missed the point of the commercial entirely. Here is just a sample:


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