To celebrate eight decades of Smokey Bear, the USDA Forest Service, the National Association of State Foresters (NASF) and the Ad Council are releasing a new public service advertisement (PSA) paying homage to the legacy of the iconic wildfire prevention campaign.
Featuring actor Brian Tyree Henry as the new voice of Smokey Bear, the nostalgic film highlights Smokey’s longstanding presence in American culture and critical message that reminds audiences “Only You Can Prevent Wildfires.”
Since 1944, Smokey Bear’s wildfire prevention campaign has been singular in focus: to educate the American public on how to prevent unwanted human-caused wildfires through individual actions. Even after 80 years, his message is as important as ever, with nearly 9 out of 10 unwanted wildfires caused by humans.
While Smokey has evolved over the years – appearing on lunchboxes, stamps, social media, and even as an animated emoji, his “Only You Can Prevent Wildfires,” message has withstood the test of time. This year, he is proud to add Brian Tyree Henry to the list of incredible celebrities, from Sam Elliot to Betty White, who have lent their voices to spread his wildfire prevention message. FCB New York’s vision to modernize the legendary Smokey Bear costume was brought to life by a team of artisans and engineers from special effects studio Alterian over a 16-week journey. It took four highly skilled puppeteers to operate the new suit, allowing Smokey’s iconic line to be delivered with no assistance from CGI.