The Boy Scouts of America have taken a unique new direction with their latest ad campaign. Thanks to Olgilvy & Mather, rather than urging boys to "be prepared" (an endlessly applicable motto), the new ads encourage them to "Be one with the wild", which apparently means grow a beard only a hobo could love.

Whatever happen to the days when growing boys were urged to " obey the Scout Law" and taught to make fires with sticks? Now it's all Hipster Facial Hair 101, and embrace your inner beast? Is this to promote a new merit badge for pre-pubescent facial hair?

So many questions.

[via Gawker]