GET YOUR SMOKEY ON
For over 60 years Smokey Bear had been reminding us in his cuddly way that "Only you can prevent forest fires", but messaging and times had changed and Smokey was due for a refresh. The facts hadn't changed though...90% of all wildfires (no longer called forest fires) were caused by humans. We found the insight by turning the tables on the messenger. No one ever wants to start an accidental wildfire and, if possible, it is everyone's responsibility to stop them before they start. It was time for everyone to flex their inner bear and get their "Smokey On." Smokey came out swinging with a new, yoked CG body and a VO by the one and only Sam Elliott.