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After spending the first stretch of the pandemic featuring thousands of small businesses across the country on its social channels, Square is turning the effort into its first national television and radio campaign.
The ads will highlight six of those local enterprises, ranging from California’s only Black and female-owned roofing company to a century-old family-run clothing store in Detroit. Styled in the user-generated clip and still slideshow aesthetic of quarantine advertising, they feature the words of each business owner on how the Covid-19 outbreak has affected them.