As the U.S. continues to grapple with a growing shortage of skilled labor, power tool manufacturer Metabo HPT, a KOKI Group brand, has launched “Bring Back Shop Class,” a national campaign aimed at reviving hands-on education and inspiring a new generation to pursue careers in the trades.
Created in partnership with the Shop Class Foundation, the initiative calls for the restoration of shop class in public schools. It provides students with training, mentorship, and real-world experience in high-demand fields like carpentry, plumbing, and electrical work.
The launch coincides with new Ipsos survey data showing that 97% of Americans believe high schools should reinstate shop class or similar programs. Despite this overwhelming support, the study reveals key barriers: 62% cite pressure to attend a four-year college, 60% point to social stigma, and 58% say students simply lack exposure to the trades.
“For too long, college has been framed as the only path to success,” said Bill Wyman, Chief Marketing Officer at KOKI Group. “Bring Back Shop Class is about giving students a real-world path to build their futures in the trades.”
Foundation co-founder Jeff Gibson, who once found his calling through shop class himself, said:
“Give students the right tools and guidance, and they can build anything. With Metabo HPT’s support, we’ve expanded our reach by 300% this year — opening doors to meaningful careers our students can be proud of.”
To bring the message to life, Metabo HPT and agency Team One created “Shop Class: Undercover,” a hidden-camera short film starring real Shop Class Foundation graduate Daniel Monfort. In the spot, Monfort and an improv actor pose as seasoned tradesmen on real job sites — impressing homeowners until the dramatic reveal that they’re actually teenagers. Watch below:
“Success isn’t just in the corner office — it’s also in the hands that build our communities,” said Jason Stinsmuehlen, Executive Creative Director at Team One. “We’re reigniting the call to bring shop class back into schools and showing that skilled trades are vital, opportunity-rich careers worth striving for.”
The three-minute film and 30-second cutdown debut this week across Amazon OLV, YouTube, and Meta.
To learn more or join the movement, visit Metabo-HPT.com/BringBackShopClass.
CREDITS:
BRAND: Metabo HPT
AGENCY: Team One
- Chief Executive Officer – Julie Michael
- Chief Creative Officer – Chris Graves
- Executive Creative Director – Jason Stinsmuehlen
- Associate Creative Director – Patrick Dougherty
- Copywriter – Zach Boyd
- Account Director – Paige Kontra
- Account Executive – Morgan Stuchly
- Senior Project Manager – Yumi Tamashiro
- Director, Content Production – Sam Walsh
- Executive Producer – Sascha Peuckert
- Associate Director of Business Affairs – Janet Anderson
PRODUCTION COMPANY: Hey Wonderful
- Director – Sam Cadman
- Founder / Managing Director – Michael Di Girolamo
- Partner / Executive Producer – Sarah McMurray
- Line Producer – Angela Jones
- Director of Photography – Matthew Wolf
POST: PS260
- Editor – JJ Lask
- Managing Partner – Zarina Mak
- Executive Producer – Zeke Bowman
- Producer – Dylan Scott
- Assistant Editors – Alli Miller, Peter Tarricone
- Mixer – Nicole Pettigrew
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