Do you know that in Italy they have a slightly different economic situation from that in Australia? I don’t mean to poo-poo them, all I’m saying is that they’re diffrent. Anyway, you go there and there are older people working at McDonald’s and in department stores, unlike here in Australia where mostly young people work there for some pocket money. It’s a little strange and jarring at first, because it’s just not what you’re used to.

I don’t think I could work in such customer service for the rest of my life. I worked at the local grocery store for five years and that almost killed me.

Another thing that Italy has are these machines that you hire DVD’s from. There’s no DVD store with a friendly customer service representative behind the desk, but just a touch screen. I mean, sure you can touch the screen, but who wants closeness with such a cold, unfeeling surface? Anyway, that’s what these advertisements remind me of- except different because it plays with the common preception that machines are replacing humans, in fact all that’s happening is that work areas are just getting more and more confined.

These ads look great and it’s placed in such a cleaver spot. The detail in each booth is excellent especially with all the bits and pieces scattered on the floor of each booth. The workers look cramped and depressed and the clustrophobia in each picture is aptly able to express the horror of a terribel job.

I like these. They’re good looking and well place.

Agency: Scholz & Friends, Berlin
Creative Director: Matthias Spaetgens, Jan Leube
Copywriter: Axel Tischer
Art Director: David Fischer
Photographer: Hans Starck
Illustrator: Graphic Artist: Inga Schulze, Sara Dos Santos Vieira

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