About Campaign Manager Luke Montgomery


"Disgraceful. Terrible."

-President-Elect Trump, on Montgomery's work


"The director of the video that took the Internet by storm."

-Los Angeles Times

"It's very provocative and I think it makes a great point."

-Rachel Ray, on Montgomery's work

"It sure gets everybody's attention."

-Regis Philbin, describing Montgomery's viral campaigns

"There are two great salesmen. Donald Trump is one. Luke Montgomery, you're the other."

-Harvey Levin, to his guest Luke during TMZ Live Broadcast


Luke Montgomery is an American social media marketing activist, democratic digital strategist and viral video director who divides his time between his home in Chiapas, Mexico, where he lives with his Mexican fiancé Santiago Cejudo, and Los Angeles. A believer in the power of politics to change things for the better, Luke's cause-marketing work has been described by Entertainment Tonight as being "one of the hottest topics on the planet" with Inside Edition adding that it was "creating a national firestorm." His recent edgy girls' rights viral video sensation, "Potty-Mouth Princesses" was named by Mashable.com as the #1 viewed and shared viral ad on earth in October 2014, beating out Taylor Swift and Diet Coke, with almost 60 million combined views - 14 million, 9 million and 18 million of which came from just 3 Facebook posts alone. The "cussing for a cause" gender equality ad written and directed by Montgomery raised over $30,000 for women's charities and won the 2014 Silver Epica Award, the only creative prize awarded by journalists from over 40 marketing and communications magazines and websites around the world. Luke is a believer in "marketing the things that matter."


In November 2015, Luke launched DeportRacism.com, a headline-generating web campaign targeting Republican presidential frontrunner Donald Trump for his racist comments about Latinos. The campaign received world-wide media attention with Trump himself lashing out against the viral campaign's video that featured Latino-American kids calling him "racist" on Fox Business Channel calling it "disgraceful" and "terrible." The confrontational campaign made thousands of additional headlines around the globe when during the live broadcast of the Saturday Night Live episode that Donald Trump was hosting, Larry David stood up during Trump's opening monologue and shouted "Trump's a racist!" The joke was incorporated into the show after Montgomery put up a widely-reported $5,000 "bounty" for anyone who would interrupt the live SNL TV airing to call Trump a racist. Although done in a humorous way, Larry David's "interruption" of Trump stole the show and was called the highlight of the episode by many critics. The media pressure put on SNL forced them to make light of Luke's offer - for fear someone in the audience would actually do it and ruin the show. The media stunt achieved the desired strategic effect - pairing the words "Trump" and "racist" in headlines and framing the discussion. 

Obsessed with leveraging the power of savvy promotion and “good ideas for good causes,” Luke has worked as a consultant for non-profits with a focus on charity branding, marketing, web design and media strategy. He has been a featured guest on TV shows such as TMZ Live!, Rachel RayThe DoctorsEntertainment TonightInside EditionHuffPost LiveCNN’s Inside PoliticsDonahue and ABC’s Sunday political morning staple, This Week (with David Brinkley). His viral work has rocketed to top story placement on BuzzFeedHuffington PostThe Daily BeastMashable.comTMZBET and MTV news and has been a trending topic on Twitter. In print, he's captured front page coverage in The New York TimesWashington Post and Los Angeles Times and his projects have been written up in magazines from People and Vanity Fair to Time. His social change campaigns have been broadcast on TV shows from Saturday Night LiveThe View and The Talkto Fox’s The O'Reilly Factor, The Sean Hannity Showand The Five, to Late Night with David Letterman and Comedy Central's The Daily Show. His work has been the topic of tweets and on-air discussion by Jon StewartWhoopi GoldbergDonald TrumpHoward Stern, Larry David, Zac Efron, Harvey Levin, Dan RatherBarbara WaltersDavid LettermanRegis PhilbinRachel RayRush LimbaughSean HannityPamela AndersonMartha Stewart, Glee's Jane LynchAdam LambertPerez HiltonSharon OsborneBill O’Reilly, Clinton U.S. Surgeon General Joycelyn Elders and Scandal and Grey's Anatomy creator Shonda Rhimes. Publications such as the Sydney Morning Herald and USA Today have profiled Luke and advertising industry bible AdWeek has specially showcased and chosen his work as "Ad of the Day." In addition to building brand social media followings in excess of 400,000 followers, Luke has directed videos featuring YouTube mega stars Shane DawsonTyler Oakley and GloZell, who made headlines when she recently interviewed President Obama. In December 2013, social media giant Facebook selected content crafted by Luke as "one of the most important viral stories of the year" and featured it in the company's own official year in review video.


Luke’s producer credits include a hidden-camera documentary on fur industry animal cruelty aired in-part on CNN, co-creation of a pilot for a TV comedy series in 2000 starring Melissa McCarthy (Bridesmaids) and Angela Kinsey (NBC’s The Office), and a pet adoption TV project starring Drew Barrymore and Kelsey Grammar. Other celebrity supporters recruited to his charity projects include Larry KingJay LenoAlicia Silverstone and Jack LemmonLuke’s charity consulting practice largely focused on animal welfare with work including the Humane Society of the United States and the SPCA of CanadaLuke was co-founder of the Internet charity, Adopt-a-Pet.com, the nation's largest non-profit pet adoption web service sponsored by Purina that helps get thousands of homeless pets adopted each day. In 2008, Shepard Fairey, the artist who created the famous Obama "HOPE" poster, specially created an "ADOPT" poster featuring a homeless dog in the style he had depicted Obama for Adopt-a-Pet.com which was also made into an exclusive T-shirt sold in Urban Outfitters. Luke has served as campaign manager for an animal welfare voter ballot initiative, and in 2006, he moved to Haiti and co-founded an AIDS orphanage for HIV+ children in the impoverished island nation. Luke has been named to Out magazine’s “Out 100” and he was selected as one of The Advocate magazine’s “40 Under 40” for his emergency Haiti earthquake relief work bringing food and medical supplies into the disaster zone. 


Luke’s LGBT cause-related work came full circle in 2010 with the founding of activist T-shirt brand FCKH8.com and his directing a series of successful youth-targeted viral videos taking on subjects from the bullying of LGBT teens, to California's Prop 8, to racist police violence in Ferguson, MO. In addition to directing FCKH8's popular "bad word for a good cause" videos that were seen and shared by millions on social media networks around the world, the crusading-for-a-cause company sold over 250,000 T-shirts with slogans against homophobia, racism and sexism that turned the chests of those hundreds of thousands of supporters into little billboards for positive change. Shortly after selling his successful apparel brand in 2014, the New York Historical Society specially selected a FCKH8 "Some Dudes Marry Dudes, Get Over It" T-shirt designed by Luke for inclusion in its 100-year historical time capsule stating, "One hundred years from now, people are going to see how New Yorkers dressed." For the 2012 presidential election, Montgomery produced the pro-Obama "Legalize Love" campaign to show broad support for the president's "coming out" for marriage equality. The widely-shared web effort featured a viral video and a state-to-state national tour that culminated at the National Democratic Convention with the arrival of the "Legalize Love Bug" - a VW bettle covered in over 1,000 "Legalize Love" bumper stickers that featured the Obama "O" logo in the word "love."


Having come out in his teens in the early 90's as an outspoken LGBT rights activist, Luke worked for equality and was part of the team that planned the 1993 LGBT March on Washington. He was the organizer of a legislative strategy conference attended by the White House Office of AIDS Policy and Congressman Jerold Nadler (D-NY), and served as an alternate voting member on the D.C. Ryan White Planning Council which allocates federal funding for HIV/AIDS care, service and preventions programs - all at an age when he was barely old enough to vote. After being severely beaten in the head during an anti-gay attack and left in a ditch bloody and unconscious following his coming out in his small town high school, Luke decided to throw himself into activism after leaving the hospital. He jumped into national headlines and the talk radio circuit with his attention-getting (and temporary) legal name change to "Luke Sissyfag" - a PR tactic to show other LGBT teens that anti-gay slurs can't hurt you if you are proud of who you are. Missing the point and perhaps not understanding that he was giving Luke the very exposure that was the reason behind his name change, conservative Rush Limbaugh chided Luke on-air asking, "Luke, who's going to take you seriously with a name like Sissyfag." Luke didn't mind the ribbing from radio hosts and calculatedly used the controversy to generate air-time to speak about violence against gay people and the LGBT youth suicide epidemic.


But it was his disruption of President Clinton's 1993 World AIDS Day speech in front of the world's media cameras that took the president to task for his unfulfilled AIDS policy and research promises that prompted President Clinton to graciously say of him, "I'd rather he be yelling at me than having given up altogether." The media stunt to create political pressure for policy action by the president, whom he had actively campaigned for just one year before, earned global TV coverage as well as a next day New York Times editorial opinion piece. The nation's "paper of record" wrote that it agreed with Luke's criticism labeling it "only fair" and urged the president to fulfill his campaign promises on the urgent life and death issue. On the topic of Montgomery's criticism of a president he campaigned for and still supported, Clinton's own U.S. Surgeon General Joycelyn Elders told The Advocate, "Luke thinks we are not doing enough and we aren't. There are many ways to skin a cat."

With his work for TuckFrump.com, Luke continues his passionate work of pushing buttons and speaking out for the issues that matter in the 2016 election.

 Luke on Entertainment Tonight, Rachel Ray, The Doctors, Inside Edition & The Talk
 Gender Equality "Potty-Mouth Princesses" Viral Campaign. "These 'potty-mouthed princesses' curse like proverbial sailors to prove a point." -The Daily Beast

The DeportRacism.com Video Donald Trump Called "Disgraceful" and "Terrible."

"The Way These Badass Feminists Protest Photoshop Will Absolutely Inspire You." - Cosmopolitan Magazine
"Legalize Love" Pro-Obama Marriage Equality
 Anti-Racism (with Kids from Ferguson, MO) "Hey White People" Viral Campaign
"These kids are decrying the Confederate flag in the best way ever." -Huffington Post  
"H8SUX" Anti-Bullying in Schools Campaign
FOX News Coverage of Viral Environmental Campaign

"UnF--k The Gulf" Viral Environmental Campaign
Pet Adoption TV Project with Drew Barrymore
"So Hungry They Eat Dirt" Haiti Children
Haiti AIDS Orphanage
Haiti Earthquake Disaster Aid Work
 Prop 8: Marriage Equality
Anti-Homophobia with YouTube Celebrities Shane Dawson, Tyler Oakley & GloZell