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.

"[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.

"[15] At age 19, the Los Angeles Times described Luke as a "self-created media creature"[16] for his attention-getting and frequent TV, radio and press appearances on gay rights issues.

The Washington Post wrote, "Sissyfag, 20, was born Luke Montgomery, but adopted his unusual surname at age 17 and had it legally made his last year.

"[17] While the paper described him as "deadly serious"[17] on the issue it also pointed out "He does not hesitate to camp it up: He wore lipstick and star-shaped rhinestone earrings to the announcement and issued news releases on white paper with pink polka dots.”[17] Labeled an "anything-for-attention radical gay activist"[12] by The Advocate, the publication wrote, "The mere mention of his name provokes bitter arguments among people who don't even know him.

"[16] A topic of on-air conversation across talk radio from Howard Stern to Rush Limbaugh,[18] and with appearances on national media platforms such as MTV News and Donahue, Luke Sissyfag was a visible early 90s presence on gay issues.

"[18] In 2018, former President Bill Clinton credited Montgomery's efforts for an increase in his administration's HIV/AIDS spending, saying on the The Daily Show with Trevor Noah, "He was absolutely right, and we wound up doubling funding for treatment and research.

Surgeon General Jocelyn Elders during televised public speeches,[19] private church visits[21][22] and photo ops demanding further action on the HIV/AIDS epidemic.

"[20] In 2010, Montgomery founded the political merchandise and T-shirt brand FCKH8 and directed a series of comedic F-word filled youth-targeted viral commercials that collectively earned hundreds millions of views across social media platforms.

Time magazine called Montgomery's style "shock tactic advertising"[2] for featuring frequent use of swear words in the commercials while pointing out that the brand did "advocate for social change.

The gender equality video was called the "hottest topic on the planet"[3] by Entertainment Tonight, described by Fast Company as "a brash, funny way to make a serious point"[13] and slammed by Inside Edition for "causing a national firestorm.

[5] Media coverage of the series of ads was sizable and mixed, with Forbes magazine writing, "Every TV news outlet, it seemed, was running the controversial spot.

"[34] The reward was widely reported online and across the media, with The Daily Beast writing that the group had "promised a bounty for anyone who would disrupt Trump on live TV.

'"[36] From the stage, Trump responded to the outburst saying, "Oh, I knew this was going to happen" before the camera cut to the studio audience showing SNL frequent guest Larry David.

"[37] David's scripted "interruption" of the show's broadcast resulted in thousands of media stories with headlines pairing the words "Trump" and "racist" around the globe.

[38] After the SNL broadcast, Montgomery was quoted by TheWrap as saying, "The fact that 'Saturday Night Live' was so afraid that somebody in their audience would interrupt the show forced them to have to call Donald Trump a racist in the script.

[41] 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.

[citation needed] While as director of marketing for the site, Montgomery produced and directed "The Save-A-Pet Show" starring actress Drew Barrymore.