"When did lol replace the sound of laughter?" is one of the many questions that Skype has asked through its latest ad campaign in UK and US.

The campaign has openly questioned addiction towards social networking sites, Facebook and Twitter, posing questions like "When did it become okay to text mum Happy Birthday" and making statements like "140 characters doesn't equal staying in touch". It advocates personal experience even in the virtual world.

This $12 million campaign called "It's time for Skype",  created by "Pereira & O'Dell" includes print and online ads that are clearly offensive to Facebook and Twitter. Justin Cox, Pereira & O'Dell's strategic planner insists that Skype as a brand focuses on enriching connections between people.

 "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 favor frequency of communication over depth of conversation. Suddenly we find ourselves at a point where communication is easier than ever, but far less human." shares Cox with Fast Co. Create

The online campaign, which will be rolled out over the next few days will include an interesting concept called "Humoticons", which as basically actual smilies, frowny faces and other real emotions to replace emoticons.

There is no doubt that it will be impossible for anyone (including Facebook & Twitter) to ignore a bold message being passed through this campaign. The intention behind this idea is to raise awareness among people and in the process promoting Skype's video calls.

















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