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When my son was about 5, and was asked what he thought I did for work, he replied: "Pushing letters." That was pretty painfully accurate—and describes so many modern middle-class jobs, where working with your hands is a thing of the past.
Jung von Matt/Limmat taps into the nostalgia for good, honest work in these amusing ads for OBI, Switzerland's biggest do-it-yourself store.
The print and poster ads use actual job descriptions found in online listings to shed light on the absurdity of many modern careers, and urge the reader to start using his or her hands again—at least away from the office.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
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