Want to open a restaurant? Ask anyone who’s done it for advice and you’ll get the same answer: don’t do it.

The only thing they love more than telling people not to open a restaurant is, well, opening another restaurant. Because when you get past the cynicism, you get to something beautiful, something magical, something that’s worth defying the odds and going for it anyway.

This campaign uses the language of restaurants, sure, but it gets to something deeper without being another brand that just yes, chefs you to death. And it gives Square a place in the story: the right tools in the right hands.