Smokey Bear has educated generations of Americans about how to prevent wildfires since the U.S. Department of Agriculture Forest Service introduced the mascot in 1944. A nostalgic campaign celebrates the character’s 80th birthday and the impact of the country’s longest-running public-service announcement, while keeping it fresh with a new voice actor and look.
“Decades,” created pro bono by agency FCB, sees actor Brian Tyree Henry take on the voice of Smokey Bear. Known for his roles in Atlanta, Bullet Train and Spider-Man: Across the Spider-Verse, Henry follows in the footsteps of Sam Elliott, Al Roker and Betty White, who have previously voiced the mascot.
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