Dispensing with McJobs, a German job search site, has been appearing on a range of dispensers in a series of campaigns designned at Scholz & Friends Berlin over three years. “Life’s too short for the wrong job!”, is the tag line in each installation. Each of these occupations is a McJob, a term coined by sociologist Amitai Etzioni in a Washington Post article in 1986 and popularized by Douglas Coupland in his 1991 novel Generation X: Tales for an Accelerated Culture. Coupland describes the McJob as “a low-pay, low-prestige, low-dignity, low benefit, no-future job in the service sector.

Icecream vendor in advertisement

Jukebox vendor in advertisement
Kiddy Ride vendor in advertisement
Laundry vendor in advertisement
Coffee vendor in advertisement
Cash Machine vendor in advertisement
Petrol Pump vendor in advertisement
Cigarette vendor in advertisement


The 2008 campaign (Icecream, Kiddyride, Jukebox) was developed at Scholz & Friends, Berlin by creative directors Matthias Spaetgens and Oliver Handlos, copywriters/art directors Daniel Boedeker and Axel Tischer, photographer Hans Starck, graphic artists Ferdinand Ulrich and Julia Hauch, agency producer Søren Gessat, account managers Katrin Voss and Sascha Kruse, with styling by Petra Hoefer at CISEL.

The 2007 campaign (Petrol Pump, Cigarettes and Laundry) was developed by creative directors Matthias Spaetgens, Jan Leube, copywriters Daniel Boedeker, Axel Tischer, art director David Fischer, photographer Hans Starck, account supervisors Katrin Seegers, Katrin Voss, Jana Wolotschij, advertiser’s supervisors Erich Galacho, Stefan Kraft, with graphics by Robert Bilz, Steffen Kreft and Tabea Rauscher.

The 2006 campaign (Coffee, Cash Machine and Photobooth) was developed by creative director Matthias Spaetgens, Jan Leube, copywriter Axel Tischer, art director David Fischer and photographer Hans Starck, with graphic artists Inga Schulze, Sara Dos, Santos Vieira.