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.
Image may be NSFW.Clik here to view.
