Luke Montgomery

Luke Montgomery
Luke Montgomery with actress Jane Lynch (left) pointing to his "Some Chicks Marry Chicks, Get Over It" T-shirt from his brand and videos.
Born1973/1974
OccupationViral Commercial Director

Luke Montgomery (born 1973 or 1974[1]) is an American viral commercial director, entrepreneur, media strategist and political activist.

Known for directing controversial comedic viral ads produced in a style Time described as "shock tactic advertising,"[2] and Entertainment Tonight called "the hottest topic on the planet,"[3] Montgomery's commercials, politically-charged PR stunts and social cause activism has generated what The New York Times called "vast publicity,"[4] and drawn reactions from awards and media accolades[5] to scornful negative outrage.

Labeled by the Los Angeles Times as the "director behind the video that took the Internet by storm,"[6] Montgomery's work has been slammed by President Trump as "stupid," "terrible," and "disgraceful,"[7][8] been the topic of comedy spoof on Saturday Night Live,[9] and praised by President Clinton, who said of his HIV/AIDS efforts, "he was absolutely right."[10][11] The Advocate wrote of Montgomery, "He is the symbol of a deeply divided America."[12]

Called an "activist clothing brand"[13] by Fast Company, Montgomery's youth-targeted apparel merchandising success, FCKH8, sold T-shirts emblazoned with messages against homophobia, sexism and racism.[13] The fashion brand was said to have created controversy to capitalize on social change in what Forbes called "retail profit dressed up in lamb's clothing."[14] The Washington Post wrote that Montgomery's viral sales content was "clearly good business" that "built a veritable empire by throwing the veil of social good over more capitalist ambitions.”[15]

  1. ^ Advocate Contributors (7 April 2010). "Forty Under 40". Advocate.com. {{cite web}}: |author= has generic name (help)
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  10. ^ "Bill Clinton Has 'a Lot of Respect' for Sarah Huckabee Sanders After the Whole Restaurant Thing". Jezebel. 2018-06-27. Retrieved 2023-06-06.
  11. ^ Bill Clinton & James Patterson - "The President Is Missing" | The Daily Show, retrieved 2023-06-06
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