In celebration of his current single, “Love You Too Late,” Cole Swindell is showing off his wry sense of humor by reading a bunch of Craiglist’s “Missed Connections” ads.

If you’re not familiar with “Missed Connections,” it’s a personal advertisement that arises after two people “meet” but don’t exchange contact info, for one reason or another—it’s the Internet’s version of a message in a bottle.

As Cole tries to score the ninth No. 1 hit of his singing career with “Love You Too Late,” he decided to read a selection of ads and remind people, “Don’t say I love you too late.”

Penned by Cole, Michael Carter and Brandon Kinney, “Love You Too Late” is currently No. 35 on Billboard Country Airplay chart.

Watch Cole read the ads below.