Why was an NFL running back at that Scout video shoot earlier this summer?
Now we know!
Scouting America is proud to reveal two commercials featuring NFL star and official Scouting America spokesperson David Montgomery, both of which will be streaming nationwide this fall on Hulu, Disney+, ESPN+ and YouTube TV.
In them, Montgomery speaks from the heart (as he always does), telling audiences how Scouting gave him the skills and experiences to get where he is today.
The first commercial, titled “Seeds of Success,” begins with footage of Montgomery on a football field.
“You don’t start with a touchdown; you start with a first down,” he says. Seconds later, though, he realizes he has something else to say: “Cut that. You start by learning the playbook and getting in shape. It takes a lot of preparation.”
Then we see footage of Montgomery in his second-most natural element: relaxing at camp. And, no, we didn’t have to trick him into enjoying that s’more.
“It all began on day one as a Cub Scout.”
The second commercial, entitled “Fast Firsts,” features Montgomery riffing on a few of his “firsts”: first merit badge (it was Cooking), first trophy (“Pinewood Derby. I had a car built like a taco. Bright yellow. Unbeatable.”) and first championship (“Me and my teammates are preparing to win one right now as we speak.”).
The 2025 fall recruitment campaign
The commercials with Montgomery are part of Scouting America’s fall marketing campaign, which will also include social media ads on Facebook, Instagram and TikTok; influencer content on TikTok; and ads on a variety of sites and services.
Why so much content?
There’s a popular principle in marketing called the “rule of seven” that says that most people need to hear a message at least seven times before it truly sinks in and motivates them to take action.
In today’s world, where all of us are bombarded with advertising messages on our phones, on our televisions and almost everywhere we look, this idea, also called “effective frequency,” surmises that it takes repeated messages to break through and drive behavior change.
(Think about how many times you’ve seen advertising about that movie with the Big Blue Boy Scout, then look at how well it’s doing at the box office, and it starts to make sense.)
Seven might be understating it. Some experts believe the number is closer to 12.
@scouting.america Ever wonder what a day in the life of a #Scout in summer looks like? Check it out and leave your own camp memories in the comments section! Curious about CubScouts, SeaScouts, ScoutsBSA, #Venturing or #Exploring? Don’t get FOMO, check out all our #ScoutingAmerica programs today, at www.BeAScout.org. 😎
What can I do to spread the word?
All of the commercials, social media videos and other content are available on the Scouting America Brand Center.
These videos were made for you. Download them. Upload them to your preferred social media network. Share them with people you know (and, if you’re comfortable with it, people you don’t know).
Here’s our chance to spread the word about Scouting!
While you’re at it, be sure to give a follow to all of the official Scouting America national social media accounts:
LinkedIn: https://www.linkedin.com/company/scouting-america
TikTok: https://www.tiktok.com/@scouting.america
Facebook: https://www.facebook.com/scouting.america
Instagram: https://www.instagram.com/scouting.america/
YouTube: https://www.youtube.com/@boyscoutsofamerica
Most of the 2025 fall marketing content will be shared on these channels in the coming weeks.
Do you have ideas on how we can better spread the word on social media? Click here to reach out to our team and let them know.
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