Ad Council

Smokey Bear

Ad Council
For over 70 years, we've helped spread Smokey's message of "Only You Can Prevent Wildfires." For his latest campaign, we took a voyeuristic approach and observed wild humans in their natural habitat unknowingly about to start a wildfire. Fortunately, our fearless furry friend steps in to save the day.

THE INSIGHT

Unfortunately, 9 out of 10 wildfires are started by humans, however, some of them can be easily avoided. We wanted to shed light on these lesser known wildfire starts and how to properly deal with fire.

THE IDEA

Observing humans in wild—their backyard, around the fire pit, at the park—and showing the potential wildfire risk and demonstrating the proper way to prevent it. Blimey, Smokey has done it again.