Technology is changing the way people think and operate, but is it also degrading humanity?
That’s the premise behind Skype’s new $12 million marketing campaign, which slams both Facebook and Twitter as it promotes its own more-intimate form of keeping in touch.
The campaign, “It’s time for Skype,” makes virtual enemies out of Facebook and Twitter with targeted ads that suggest the social networking sites are “degrading humanity.” If Twitter is known for its 140-character limit and Facebook for its wall posts, Skype’s authority is that its video conferencing — and the real emotions that it can express — bring people back to a (more) real world.
The ads, released in the U.K. on April 2 and expected to hit the U.S. in the coming months, include the following catchphrases:
“When did LOL replace the sound of laughter?”
“When did it become okay to text mum happy birthday?”
“Humans were made to look, listen and feel.”
“140 characters doesn’t equal staying in touch.”
“Your one-way ticket back to humanity.”
“Upgrade from a wall post to a first class conversation.”
“No delays on human conversation.”
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