Ad Council: Smokey Bear by FCB

The Ad Council, along with the USDA Forest Service and the National Association of State Foresters, has created a new PSA to remind Americans of the importance of safe and responsible outdoor recreation.

As an extension of previous PSAs featuring Stephen Colbert, Betty White, Al Roker, this new creative developed by FCB features actress Isabella Gomez, who lends her voice as Smokey through the use of animated emoji technology to offer timely wildfire prevention tips to keep in mind when spending time outdoors. And as more people venture outside this Spring, the campaign message is even more relevant.

The creative is extended through radio and OOH (available in both English and Spanish), with OOH also featuring the same emoji treatment with focuses on the different geographic regions in the U.S – Southwest, Midwest, Southeast, Southern Plains, and West. PSAs will run nationwide in time and space donated by the media, per the Ad Council’s model.