Forget everything you know about vocational school commercials. For Lincoln Tech, the team at DeVito/Verdi threw out the rulebook and built an escape hatch. Running on the idea that “this is the school for people who hate school,” that one line sparked a bold idea: a bored student hears a voice, crawls through an air vent, and drops into a hands-on future. It’s part fantasy, part reality—and totally different from the usual trade school fare. Shot on a shoestring budget with smart camera work and a DIY air duct (plus a breakout performance from Creative Director Vinny Tulley’s own son), “Escape High School” nails the message: the schools aren’t a last resort—they’re a launchpad.

By: Vinny Tulley, Creative Director, & Eric Schutte, Executive Creative Director

Video Case Study

For Lincoln Tech’s “Escape High School” campaign, DeVito/Verdi aimed to present the school as a meaningful alternative to traditional college, appealing to students disinterested in academic pathways.

Creative Director Vinny Tulley explained the core idea: “This is the school for people who hate school.”

Rather than follow the formula of a typical vocational school ad, the team opted for a more metaphorical, cinematic approach. The commercial follows a student escaping a dull classroom through an air vent, symbolizing a journey into a trade school where he can finally thrive.

Executive Creative Director Eric Schutte described the transformation as literal and imaginative: “He hears a voice while he’s sitting in that boring classroom … and falls into a trade school, where he just can use his hands. He can enjoy life. He can make a career for himself.”

Escape High School

With a tight budget, the team relied on clever production choices. “We used a lot of … really dynamic camera angles to … paint the picture in your mind and have your mind fill in the gap,” Schutte said.

Vinny added that they created a fake air duct for the actor to crawl through: “We just had [it] on a little stand … the actor was able to crawl back and forth no problem.”

The actor was Vinny’s own son, who had recently received a scholarship for acting. “I know I sound like a proud father, but I think he nailed it.”

Beyond the creative execution, the spot challenged perceptions of the trades: “A lot of people … think, ‘Oh, the trades are for people who have no other options.’ That’s not true,” Schutte said. “The smartest of the smartest have to be electricians, plumbers … HVAC techs.”

Ultimately, the ad delivered results. “It worked for the client. It put butts in seats. It filled up their enrollment,” said Vinny. “And other creatives think it’s a fun, unexpected spot … I’m super proud that my son was able to pull it off in his first commercial ever.”

Credits:

Video Editor: Thomas Brown

On Camera: Vinny Tulley, creative director; Eric Schutte, executive creative director

The privately held DeVito/Verdi has long been recognized as one of the most exceptional creative agencies in the industry. Voted “Best Agency” six times by the advertising industry group the 4As, DeVito/Verdi has created some of the most memorable ad campaigns of the past 35 years. Its lengthy list of industry awards includes the top prizes at the Clios, Radio Mercury, Cannes, Andy, Addy, and One Show award ceremonies.

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