Dive Brief: 

• Timed to the 80th anniversary of the Smokey Bear wildfire prevention campaign, the USDA Forest Service, National Association of State Foresters and the Ad Council have launched a nostalgia-driven public service advertisement, per a press release. 
• The ad, titled “Decades,” guides viewers through five decades to revisit some of the Smokey Bear character’s past safety messages, with actor Brian Tyree Henry serving as the voice of the iconic bear. The spot was handled pro bono by creative agency FCB.
• FCB also teamed with illustrator Sam Gilbey for vintage movie posters that mirror Smokey’s ‘50s, ‘70s and ‘80s decades. The campaign will span TV, radio, print, out-of-home and digital channels nationally alongside other anniversary celebrations throughout the year. 

Dive Insight:

Over the past 80 years, Smokey Bear’s iconic line, “Only you can prevent wildfires,” has stood the test of time, holding strong through an evolution that has seen the campaign character appear on lunchboxes, stamps, social media and as an animated emoji. To celebrate his ongoing legacy, the USDA Forest Service, National Association of State Foresters and Ad Council is rewinding the clock in an ode to all of the preventative tips shared by the iconic bear over the decades. 

Behind the 80th anniversary ad is FCB, the creative agency tied to Smokey Bear since his 1944 introduction. The spot, “Decades,” emotionally walks viewers through five previous decades to share wildfire prevention tips — like how to safely build a fire or what to do with hot coals — while highlighting Smokey’s generational impact. Smokey Bear is voiced in the ad by actor Henry (“Atlanta”). Other stars who have lent their voice to the brand character have included Sam Elliot and Stephen Colbert.

Along with the “Decades” spot, FCB worked with illustrator Gilbey for vintage movie posters that portray nostalgic versions of Smokey while highlighting various fire prevention tips, with the bear featured in each poster as “the protagonist of American culture’s wildfire prevention movie,” per the release. Nostalgia has been a popular tactic among marketers these days, with others, like McDonald’s and PepsiCo, similarly looking to the past for creative marketing inspiration.

A dramatic retelling of Smokey’s legacy could be exactly what consumers need to keep wildfire tips front of mind — though that isn’t to say they’ve ever really forgotten. Smokey Bear features in what is billed as America’s longest-running PSA campaign, with 80% of individuals in a 2023 survey correctly naming Smokey Bear based on his image. Half of respondents indicated knowing tips related to preventing wildfires, per release details. 

Elevating the teachings of Smokey Bear reflects the ongoing need for education around wildfire prevention, with nearly nine of 10 unwanted wildfires caused by humans, per data shared in the press release. 

"As the national wildfire crisis grows in severity, with each year bringing unprecedented wildfire activity to new states, taking significant tolls on resources, responders and our forest lands, the imperative of Smokey's message has to grow right along with it," said Scott Phillips, South Carolina state forester and president of the National Association of State Foresters, in the release.

Along with the latest ad, Smokey Bear will be celebrated throughout the year via social media, brand partnerships and at national and local events. The national campaign represents an extension of the USDA Forest Service, National Association of State Foresters and Ad Council's ongoing collaboration around preventing unintended, human-caused wildfires.