This paper presents a study that seeks to examine the messages conveyed in one of the initiatives that have been initialized in order to make young people interested in pursuing engineering studies at technological universities. The study is a case study of the web-based advertising (recruitment) campaign KTH from the Inside designed for KTH Royal Institute of Technology. The analysis draws on a theoretical framework from governmentality studies. The analysis of the campaign conclude that the ideal engineering constructed in the campaign is one of an individual who meets the requirements asked of a lifelong learner with cosmopolitan aspirations. This is an ideal that builds on a notion of progress associated with social progress and sustainability. This is a break with historical and cultural patterns, which symbolically have linked technology to capitalist profitability and masculinity. Though a break with gender patterns is suggested the ideal subject constructed in the campaign is almost exclusively based on the students on Masters' level. This excludes students at Bachelor programmes. This I argue is problematic as it narrows the recruitment of students to technological universities to a small group of students.