Side Hustling 🎶5 to 9🎶

Creative professionals, Dolly Parton is singing for you—and all the work you put into your side hustle—in Squarespace’s Super Bowl LV ad. The energetic and colorful ad reverses Parton’s famous “9 to 5” song about the drudgeries of a standard job and celebrates that creative pursuit you work on after hours, from “5 to 9,” and of course the Squarespace website on which many of us host our side hustles. Dance along with Dolly in the full ad.

After three teasers hinting at a Matthew McConaughey whose appearance leaves others stunned and grants him the ability to float along like a kite, #FlatMatthew has finally been revealed in Doritos’ Super Bowl ad. Sadly, Matthew isn’t feeling great about being flat, but as you can imagine, 3D Doritos cure what ails him. However, he does end up with a different sort of problem. Watch the ad to see how it plays out.

More Big Game Updates: News from Huggies, Bud Light, Lowe’s and More

Keep up with the latest Super Bowl updates in our Big Game Ad Tracker. For instance, watch Fiverr’s ad teaser, which features a scene that'll transport you back to 2020—and Four Seasons Total Landscaping.

Billionaire business titan Jeff Bezos has announced his plans to step down from his role as Amazon’s CEO in Q3 of this year. Bezos will pass the reins to Andrew Jassy, CEO of Amazon Web Services, and set off to focus on “focus [his] energies and attention on new products and early initiatives.” Find out what projects he’ll turn to instead.

As the demise of third-party cookies approaches, ad-tech companies are turning their efforts to contextual targeting, which offers an attractive alternative. That means sending out web crawlers to explore content and domains, gathering data that’s sold to marketers looking for relevant content. But these crawlers can burden websites with invalid traffic and impact performance—and undermine publishers’ sales efforts.

Adweek’s Andrew Blustein gets the insiders’ perspective on how publishers are considering and responding to this development.

More of Today’s Top News and Highlights:

Dating app OkCupid worked with agency Mekanism to release a series of inclusive digital greeting cards for people to send to partners, friends or themselves. The virtual notes—some of which are mildly NSFW—feature messaging and illustrations meant to represent the breadth of identities of the app’s users. Check out several of them here.

Join Adweek to hear from health and wellness leaders on emerging trends, building community, and adapting to change. Sign up for this free virtual event on March 10. Save your virtual seat. 

The 'Funky the Ordinary' ad is airing in Florida through Super Sunday to back the rollout of Premium Hard Seltzer in 9 states.

The Philadephia-based creative shares his most impactful work.

Don't be disrespectful.

Without Harry's, the company is going after a new pandemic generation that doesn't shave as often.

Color Of Change's Pedestal Project honors Black History Month with tech justice.

Original content and programming will be featured on the league’s social channels, website and NHL Network.