New ads for Skype aim squarely at social networking sites, proclaiming that Facebook and Twitter will always be inferior to a proper conversation.

With adverts declaring “Humans were made to look, listen and feel,” there danger of Skype being seen as preachy seems to be largely avoided, with apparent support for the campaign coming from bloggers on sites like CNET.

“140 characters doesn’t equal staying in touch” reads another ad. Chris Matyszczyk from the aforementioned CNET disagreed, suggesting that people don’t use Twitter to make small talk, preferring to paint a “a far broader, more meaningful picture of humanity’s innards.”

Matyszczyk feels that Skype is misunderstanding the point, and seems to imply that Skype and the social networks are not competitors at all, instead representing completely different ways of communicating.

The adverts from Skype are not the first to trash their competitors in an attempt to sell their product; a high profile campaign from Samsung for its Galaxy Note smartphone, launched during the Superbowl, poked fun at Apple.