Event industry staff took to Twitter to criticise the perceived negative connotations of the campaign, which was labelled as 'flippant and poorly-defined' by Spy Games founder and managing director Dave Thomas.
The adverts were accompanied by a Yougov survey which found that whilst 66% have taken part in some form of team-building activity, more than half (54%) do not feel that doing more would help them work better with colleagues.
Vodafone's corporate communications spokeswoman Jo Smith told C&IT that the adverts were intended to be 'light hearted and playful' and said the message of the campaign is that teambuilding must be well targeted and alligned with business aims.
"Our survey with Yougov actually found that many types of teambuilding are valued by employees, but businesses must get the basics right first - like creating a functional environment in the workplace," she added.
For more on the issue, lookout for C&IT's Big Debate in April issue.