Nescafe re-record Dolly Parton’s ‘9 to 5’ to better reflect working day of modern woman

Coffee brand Nescafe has rerecorded Dolly Parton’s ‘9 to 5’, changing the lyrics to reflect “the real working day of today’s modern woman – 5am to 9pm” in a campaign promoting the brand as the best choice for women to “relax and recharge with”.

The ad, created by Publicis Mojo, has taken the iconic song and given it a music video to match which tells the story of three different working women – a stay at home mum/photographer, an office worker and a baker – which sees them only take a break during the instrumental during which they sit and relax with a Nescafe coffee.

Nescafe head of marketing beverages Rebecca Dobbins said: “Our research clearly highlights what we have always suspected – that modern Australian women today are working harder and longer than ever before.

“We are delighted to celebrate the real working day of a woman and we hope, whether they’re at home or in the office, women everywhere will watch the music video and feel inspired to relax and recharge over a cup of Nescafe Café Menu.”

Complementing the campaign will be a native advertising pieces from bloggers at Mamamia Em Rusciano and Jo Abi telling their own 5 to 9 stories.

Publicis Mojo national executive creative director Grant Rutherford said: “Lots of brands talk at women about their busy lives but we wanted an idea that tapped into a real cultural phenomena and celebrate what women are already doing. We know that things aren’t necessarily going to change but encouraging women to take a daily break can make all the difference.”


  • Publicis Mojo
  • Zenith Optimedia
  • Digitas LBi
  • Zing
  • Director: Jungleboys’ Scott Pickett

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.