Skype criticises Twitter & Facebook in new advertising campaign

Skype’s current branding campaign attacks Facebook and Twitter with messages that champion face-to-face over text-based communication and urges people to get ‘back to humanity’. The advertising campaign includes simple designs displaying comments directly slamming Twitter, such as ‘140 characters doesn’t equal staying in touch’, and Facebook, like ‘Upgrade from a wall post to a first class conversation’. Justin Cox, the senior strategic planner at the agency responsible for Skype’s campaign, commented: “We’ve become so reliant on technology to connect us in various ways that we now expect more from technology and social media and less of each other as people. “We edit and ‘delete’ ourselves. We bring social networking into the boardroom and email to the dinner table. We favour frequency of communication over depth of conversation. Suddenly we find ourselves at a point where communication is easier than ever, but far less human.” As much as the ads criticise the use of social networking sites, Skype can’t deny that Twitter is a great digital communications tool, as the same campaign also involves using the hashtag #itstimeforskype on Twitter.