Good morning. Robbed of live sports to show or even talk about, ESPN is out with two coronavirus-themed ads that it plans to run in heavy rotation through May.

One adopts PSA style to urge simultaneous unity and social distance; ESPN talent featured includes Doris Burke, who said last week that she had tested positive for the virus. The other continues the network’s “There’s No Place Like Sports” campaign and features uplifting sports moments such as the recent NHL game with the Zamboni driver filling in at goalie. It ends with the message “We miss it, too.”

“It’s a statement of how ESPN feels right now,” said Laura Gentile, senior vice president of marketing for ESPN. “Sports is an escape—that’s what people are missing right now, because there is no escaping the news and this situation.”

Audiences for ESPN have dipped since major sports leagues stopped play. Prime-time viewership on ESPN’s flagship network averaged 550,000 viewers the week of March 16, down from 1.04 million in the last full week when ESPN had live sports, early this month.

When the National Cowboy & Western Heritage Museum in Oklahoma City temporarily closed this month, the museum asked security guard Tim Tiller to help run its social media during the coronavirus-driven shutdown. Pros: He was one of the few people still allowed in the building. Cons: He had barely used social media.

On his first day, Mr. Tiller posted an image of the black hat and eye patch John Wayne wore in “True Grit” with the caption “HashtagJohnWayne.”

Days later, he posted that he realized he’d been “doing the hashtags all wrong. I need to use that pound sign from the phone. I’m learning!”

Within hours, people were replying to him with a catchphrase he’s since adopted: “#HashtagTheCowboy.”

Since he started posting two weeks ago, the museum’s Twitter following has grown 2,637% to more than 268,000 followers.

“Tim, I’m not ashamed to tell you, you’re our only hope. You’re the thing keeping us going,” a follower in Mississippi tweeted the day after Mr. Tiller’s social-media takeover.

Macy’s and Gap Inc. will furlough more than 200,000 employees beginning this week. [WSJ]

The Coca-Cola-backed DTC startup Iris Nova, maker of Dirty Lemon drinks, laid off half its staff. [BI]

Some Instacart and Amazon workers stayed home yesterday, calling for more pay during the coronavirus pandemic. [WSJ] 

A 12-hour Twitch livestream to respond to the coronavirus raised $2.8 million for relief efforts. [Tubefilter]

Facebook’s fact checkers are striving to beat back false coronavirus claims. No, there’s no coronavirus vaccine for dogs being withheld from humans. [WSJ] 

Williams-Sonoma agreed to pay the Federal Trade Commission $1 million to settle claims that it falsely labeled certain products as made in the United States. [Ad Age]

Airbnb extended its promise of full refunds for stays cancelled due to the coronavirus through the end of May. [CNBC] 

YouTube network Brat TV is getting traction among Gen Z with breakout shows like “Chicken Girls.” [WSJ] 

The Tokyo Olympics have a new start date: July 23, 2021. [WSJ]