A Makeover for Smokey

Big news over the weekend came in the form of a new ad campaign for a 69-year icon. We’re told here that even Smokey the Bear is open to change, becoming a “warmer”, more personable character in the process. And in contrast to his traditional role as an ominous forest watchman, the new Smokey even gives ‘bear hugs’ to responsible campers (see commercial below). “Smokey’s actually having conversations,” said Michael Bellavia, president of the agency charged with the campaign’s social media strategy.

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