Square’s “Open Everywhere with Square” is a straightforward ad that captures the core of what Square is about: empowering businesses to sell anywhere, from brick-and-mortar to digital spaces. The ad isn’t just about the product’s features but highlights the freedom and flexibility it offers to small businesses striving to grow without geographical limits.
The Formula (That Works at Any Budget):
Simplicity = Instant Clarity – The ad opens with a no-frills approach: a small business owner can use Square anywhere. The product’s ease of use and ability to seamlessly integrate into a variety of environments is communicated without any jargon.
→ Lesson: Keep the message clear and direct—your audience doesn’t need to be overwhelmed with features; they need to understand how your product fits into their world.
Real-Life Usage = Relatable – The ad shows real-world scenarios: a coffee shop, a small retail store, a food truck. Square isn’t an abstract concept; it’s something that people actually use in their day-to-day lives.
→ Lesson: Make the ad as relatable as possible by grounding your product in the context of your target market’s actual work.
Universal Appeal – Square’s tagline, “Open Everywhere,” speaks to all small business owners, whether they’re opening a shop in a busy city or operating from a rural area. It’s about access and inclusivity.
→ Lesson: Find a universal pain point that all your target customers can relate to and emphasize that.
Empowerment Message = Emotional Connection – By showing the freedom of setting up and running a business anywhere, the ad taps into the emotional desire for independence and flexibility, which resonates with entrepreneurs.
→ Lesson: Don’t just sell the product—sell the empowerment and freedom it brings.
Humor Breakdown:
While there’s no explicit humor in the ad, the relaxed, laid-back vibe helps humanize the experience. It’s not about forcing laughs; it’s about being authentic and unpretentious, creating an inviting tone instead.
Final Verdict:
Square delivers a clear, efficient, and emotionally resonant message: small businesses can thrive and stay connected in any environment. It’s a solid ad that focuses on empowerment and simplicity, showing why Square is the go-to solution for entrepreneurs looking to grow without limitations.
Brave-o-meter score:
B-8 | R-9 | A-8 | V-9 | E-8
BRAVE – 8.4/10
Watch the full ad & learn more:
Website: Square
LinkedIn: Square
