This morning an updated Smokey Bear campaign launched, featuring a new round of television, radio, print, outdoor, and Web ads. The ads were created pro bono, by Draftfcb, the same advertising agency that has been creating the advertising for Smokey Bear since 1944. Here’s a new 30 second video that has Smokey on a mountain bike:
They added a new twist this time. Some of the ads ask that young adults step in and intervene if others act carelessly. The voice of Sam Elliot encourages audiences to “Get Your Smokey On”. And Smokey asks that you prevent “wildfires”, not “forest fires”. I think that change was made a few years ago.
A second series of ads produced by the Walt Disney Company is also launching this week featuring characters from the film Sleeping Beauty.
The Smokey Bear website has also been redesigned.
UPDATE: Due to a controversy, the video campaign was cancelled. More info.