Author: Mike Matzinger
Scouting America is proud to debut two heartfelt new commercials featuring NFL star and official Scouting America spokesperson David Montgomery, airing nationwide this fall on Hulu, Disney+, ESPN+, and YouTube TV. In each spot, Montgomery reflects on the experiences that helped shape him—from his days as a Scout to his career in professional football.
In the first commercial, “Seeds of Success,” Montgomery is seen where he’s most at home—on the football field. He speaks directly to the camera, connecting the discipline, leadership, and perseverance he developed in Scouting to the success he’s found as an athlete. In the second commercial, “Fast Firsts,” Montgomery shares some of his earliest milestones: his first merit badge (Cooking), his first trophy (a Pinewood Derby car shaped like a taco), and his first championship—one he and his team are still chasing today. With his trademark honesty and humor, Montgomery reminds us, “You don’t start with a touchdown; you start with a first down.” Then he pauses, rethinks, and adds: “Cut that. You start by learning the playbook and getting in shape. It takes a lot of preparation.”
The spot closes with Montgomery enjoying a classic Scouting moment: roasting s’mores at camp. “It all began on day one as a Cub Scout,” he says, a reminder of how the journey starts small but can lead anywhere.
These commercials are a key part of Scouting America’s broader fall marketing campaign, which also includes social media content across Facebook, Instagram, and TikTok, influencer outreach, and digital ads. Why this wide-reaching effort? Because in a noisy world full of messages, repetition matters. The “rule of seven”—a well-known marketing principle—suggests people need to see a message multiple times before it sinks in and inspires action. In today’s media-saturated environment, it may take even more.
This is where you come in. These videos were made for you—our Scouting America alums, our advocates, our community. Download them. Post them to your favorite social media platforms. Share them with friends, family, coworkers, or even total strangers. Be part of this movement. Help us tell the story of how Scouting builds character, skills, and future leaders—starting with a merit badge, a campfire, a taco-shaped car.
It’s time to amplify the message. Let’s make sure the next generation hears it—seven times, twelve times, however many it takes.