80 years of the bear necessities

As one of America’s most beloved icons, Smokey Bear, celebrates his 80th birthday, FCB produces Decades in collaboration with the USDA Forest Service (USFS), the National Association of State Foresters (NASF) and the Ad Council, taking viewers on a journey through wisdom-imparted times.

by Jamie Madge on 22^nd February 2024

Ad Council, USFS & NAFS – Decades

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Production Company FCB (In-House at FCB)

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Production Company FCB (In-House at FCB)

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If you were to conduct a survey into the most trusted bears, who would be top of the list? Pooh Bear - that guy would kill for honey. Yogi - you can't leave a picnic near him. Gentle Ben - how many extras did he chow down on in-between takes?!

Nope, the wisest and most honorable bear award surely has to go to Smokey Bear; the beloved US icon who has been preventing human-caused wildfires for the past 80 years.

To celebrate the anniversary, the USDA Forest Service, the National Association of State Foresters (NASF), and the Ad Council, along with agency FCB, have created Decades, a time-travelling montage of moments incorporating important lessons, like how to safely build a fire, or what to do with hot coals.

The sweet film also introduces actor Brian Tyree Henry as the new voice of Smokey Bear, following on from celebs like Sam Elliot to Betty White, who have lent their voices to spread his wildfire prevention message.

In addition to the Decades film, FCB worked with illustrator Sam Gilbey to create vintage movie posters reflecting Smokey's 50s, 70s, and 80s decades. Known for designing detailed cinematic posters, Gilbey presents versions of Smokey in each that highlight his wildfire prevention tips. From campfire safety to properly securing tow chains, each poster employs aesthetics such as character clothing, art style, and colors to take audiences back to each era.

“Smokey and his iconic message ‘only you can prevent wildfires’ has been heard and heeded by countless Americans for generations,” said Mandy Scott, USDA Forest Service National Wildfire Prevention Program Manager. “Decades provides an iconic look at how that message has educated generations by revisiting his important lessons for preventing unwanted human caused wildfires.”

“The 1944 Smokey Bear campaign was born from a need to inform the public about our role in preventing wildfires. 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,” shared Scott Phillips, South Carolina State Forester and President of the National Association of State Foresters. “Every person who Smokey’s message has touched is one more asset in the combat against catastrophic wildfire.”