One of Sunday night’s Super Bowl ads featured country superstar Dolly Parton singing a remake of her classic song "9 to 5." This new version was called "5 to 9," and suggested that this might be the time to launch your own business.
The ad proposed that after working eight hours for someone else, that you should put in another four hours for yourself — doing what you really want to do.
What could be more inspiring than people with "passion and a vision" who are focused on their "dreams," right?
Apparently, anything else is more inspirational, according to the mainstream media.
Jessica Bennett, writing for The New York Times, took issue with Parton’s use of the word "hustle" in the song’s update: "Cuz it’s hustlin’ time, a whole new way to make a livin."
She quoted Tressie McMillan Cottom, a sociologist at the University of North Carolina who claims, "Another word for hustle is 'survival.'"
Bennett asserted that while the original song might have been empowering for working women, the remake "might speak more to the grim reality of every woman for herself."
She concluded, "As American women deal with ongoing job losses, economic challenges and just plain fatigue, they could use a more accurate anthem."
Newsweek’s David Sirota was even more appalled.
He believed that the ad was proof that Americans live in a dystopia.
He went so far as to suggest that it is more preferable to be dependent on the government during the pandemic than it is to be self-employed.
"No, it isn't higher wages, Medicare for All, the promised $2,000 check, or even a whittled-down $1,000 check," Sirota wrote. "Instead, this Super Bowl Sunday, the nation will be told that the long-sought answer is the Great American Side Hustle—the mythical 1099 talisman that will supposedly liberate us from the economic hardship of the low-paying day job."
He described the ad as "drones slogging through the drudgery of the eight-hour day, and then the moment the clock struck 5 p.m., they didn't go home to family nor did they head to happy hour with friends. They flipped open laptops for their next work day — presumably necessary not just for a bit of work satisfaction, but also for survival in a paycheck-to-paycheck economy."
He concluded that the ad "turns a song lamenting the job grind into a ballad extolling an economy that requires too many to endlessly work just to survive."
Jezebel’s headline claimed, "Dolly Parton Updates '9 to 5' to Accommodate Contemporary Capitalism: Burnout, Baby!"
Promoting the piece on Twitter, they described it as, "about working more after work and is bleak as hell."
Seriously? Are these people Americans?
Many, if not most, companies start out as a dream that was initially realized by a little after-hours work.
Steve Wozniak and the late Steve Jobs had an idea for a better personal computer. They made their dream a reality by tinkering in a garage after hours, and today Apple Computer is a leader in the industry.
But you don’t have to go to that extreme.
Realtor Clinton Kelly hosts an HGTV show in which he finds new homes for recent self-made millionaires. His "Self-Made Mansions" clients include:
- Cris and Mindy Follett, who used their experience in the construction industry to launch Extreme Plates, to maintain clean job sites, control erosion and prevent storm water pollution. They started with nothing to create a $4 million-a-year company.
- Mathew and Melissa Parvis, who started a t-shirt subscription service after observing that most commercially-available tees were of poor quality. The result was Fresh Clean Tees, which recently hit $20 million in sales.
- Akiva and Elannah Resnikoff, who had loved making cookies but were also diet conscious. The result was The Cookie Department, which has sold millions of their Keto-friendly creations.
- Joshua Esnard, who had an idea for a hair and beard trimming aid. The Cut Buddy was the result, and the company has netted $5 million.
The point is, none of these people would have accomplished what they have if they’d said to themselves, "I put in my eight hours today. Time for a brewskie with the guys."
And that entrepreneurial spirt is especially needed today. The Washington Post reported that as of May 2020 more than 100,000 small businesses —America’s biggest job creators— had closed their doors forever.
And that death toll is rising.
Super Bowl ads are often creative, thought-provoking, and sometimes controversial, like earlier ads aired during the game.
But there’s nothing controversial or depressing about "5 to 9."
To be clear, working after-hours to start your own business is not "bleak as hell" — it's how dreams are fulfilled and how wealth is created.
Waiting around for a $1,400 government check is how wealth is destroyed.
Michael Dorstewitz is a retired lawyer and has been a frequent contributor to BizPac Review and Liberty Unyielding. He is also a former U.S. Merchant Marine officer and an enthusiastic Second Amendment supporter, who can often be found honing his skills at the range. Read Dorstewitz's Reports — More Here.
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