Square's New TVC Celebrates The UK's Small Businesses

Square, the payments company founded by Jack Dorsey, will launch a new integrated advertising campaign this week to celebrate the UK’s small business owners and encourage them to accept card payments.

The ‘Square and Fair’ campaign has been created by gyro London and celebrates the UK as a nation of shopkeepers and independent business owners.

Set to the 1942 wartime song “The Thing-Ummy Bob”, performed by Gracie Fields, the ad features a selection of real businesses of all ages and backgrounds who use Square’s technology

The campaign will appear across TV, print, online and social media platforms, with targeted press and performance digital media to target business owners. It is the first national advertising campaign that Square has created specifically for the UK, and has been designed to reflect the unique spirit and character of the UK’s small business community.

Kevin Burke, CMO at Square, said: “Running your own businesses is more than a job - it’s a way of life. The business owners featured in this campaign pour their heart and soul into their ventures, and we wanted to celebrate that passion and commitment. We also want to show that technology needn’t be expensive or complicated, and can help you run your business more effectively. Square is a simple and easy to use way to start taking card payments that frees you up to spend time on the things in your business that matter.”

Square launched in San Francisco in 2009 and supports millions of small businesses around the world. The service came to the UK in March 2017, its fifth international market.

David Harris, chief creative officer at gyro UK, added: “Our new campaign for Square celebrates the small businesses in Britain that are the lifeblood of the economy. Square is democratising the world of commerce creating an even playing field for all businesses. The campaign features genuine businesses and people in all their quirky and eccentric glory.”

Nine businesses to feature in the campaign. These are:

•   Chiswick bakery, Plum Duff which first opened its doors 45 years ago

•   Father and son duo Eastway Electrical providing electrician services across London

•   The Worker’s Cafe, a coffee shop come workspace for people without an office based in Dalston

•   Kent-based pottery ceramics and sculpture studio Clayspace  

•   The Bus Cafe, based on the Margate seafront

•   The Laundry Room, a dry cleaner and tailor in north London  

•   Farringdon-based Hunter Collective, a co-working salon, studio and event space for beauty and fashion professionals

•   Mahala, a creative homewares and accessories shop handcrafted from recycled military canvas and saddlery leather

•   Greenwich Training, a gym with branches in London and Suffolk  

Upwards of three million of the UK’s SMEs do not yet accept card payments, although data released last year by Square showed that one in six shoppers no longer carries cash, putting those small and independent businesses at a disadvantage.

Square makes it easy for businesses to accept card payments using the Square Reader (£39) and the free Point of Sale app. Square charges 1.75% for every payment made in person and 2.5% for other payments made by invoice, online or over the phone, with no long term commitments or monthly fees.