Edge, the government backed education foundation, is launching its first campaign with a 60-second TV spot through Miles Calcraft Briginshaw Duffy.
The spot aims to communicate the dangers of parents forcing their children into the wrong career choice and challenges ingrained prejudices against vocational qualifications.
According to Edge, one in five young people think they have been led down the wrong educational path, with almost half of these being misdirected by their own parents.
In the ad, a pushy father is seen teaching his son to drive, but as the action progresses the stressed teenager is told to jump lanes and cut other drivers up.
It ends with the car driving the wrong way up a dual carriage way and the strapline, "Another way forward". The TV ad is supported by online and print activity.
This article was first published on Campaign Work