This Do-It-Yourself Store’s Ads Scoff at Those of Us Who No Longer Work With Our Hands

Featuring absurd (and real) modern job descriptions

Headshot of Tim Nudd

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. 

Check out the ads here:

"Clearly, what these people do for a living is highly complex, theoretical—and in a way absurd," the agency says. "In a time of consulting and incomprehensible job descriptions, it's evident: We should all use our hands again."


Client: OBI Switzerland

Erwin Maienfisch, Director Marketing, Sales and Expansion

Vildan Gürsoy, Supervisor Creative & Media

Agency: Jung von Matt/Limmat

Alexander Jaggy, Executive Creative Director

Pablo Schencke, Creative Director

David Hanselmann, Art Director

Johannes Raggio, Copywriter

Simone Jehle and Fiona Gottwald, Consultants

@nudd Tim Nudd is a former creative editor of Adweek.
Publish date: June 16, 2016 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT