Disconnect for a while, read a book.
The ad reads "Face a Book" with the tag line – "Disconnect for a while, read a book." Obviously the idea is to disconnect from the internet and switch to reading "physical" books.
The color scheme and fonts used for "Face a Book" ad are the same as the original Facebook logo and I won’t be surprised if the legal team at Facebook manage to take this down. That may however be a good thing for the Israeli book store as takedown notices on the web often bring more publicity.