When I was a kid Smokey The Bear (it was Smokey The Bear, before he dropped his middle name) was an animated character who used drama to warn us that only we have the power to save his beloved forest. He was like some mystical bad ass creature who pretty much laid down the law. And I have no doubt even if you did follow the forest fire prevention rules he might just have decided to eat you on the spot anyway. Because he was a bear.

And now?

Now, Smokey Bear seems like he's gone to sensitivity training school. Instead of stern fire and brimstone warnings, he spends his days handing out hugs to hipsters who look like the closest thing they ever gotten to camping is when they browse Huckberry's website on their iPads.

Margot: Oh, Brooklyn...look at that. It's a stove and it charges your iPhone, too. We should get one of those.

Brooklyn: Yeah. Hey have you seen the new special edition Vans on HighSnobiety?


DRAFTFCB Eric Springer – Chief Creative Officer Michael Bryce – EVP, Executive Creative Director Jeff Maerov – SVP, Group Creative Director Nick Micale – Copywriter Patrick Moore – Art Director Thomas Anderson – VP, Executive Producer Jeffrey Perino – Producer Yolanda Cassity – EVP, Group Management Director Leila Cesario – VP, Management Director Jennifer Levin – Account Executive THE ADVERTISING COUNCIL Michelle Hillman – SVP, Group Campaign Director Amy Gibson-Grant – VP, Campaign Director Ricki Kaplan – Campaign Manager Kristin Ellis – Assistant Campaign Manager US FOREST SERVICE Helene Cleveland – Fire Prevention Program Manager Gwen Beavans – Acting Fire Prevention Program Manager NATIONAL ASSOCIATION OF STATE FORESTERS Genevieve O’Sullivan – Director of Communications PRODUCTION Park Pictures – Production Company Terry Timely (Ian Kibbey & Corey Creasy) – Directors Lance Acord – Creative Consultant Jackie Kelman Bisbee – Executive Producer/Owner Mary Ann Marino – Executive Producer Anne Bobroff – Head of Production Valerie Romer - Producer BUTCHER Teddy Gersten – Editor Leah Turner – Assistant Editor Chrissy Hamilton - Producer Rob Van – Executive Producer DTRAIN (SMOKEY) Ben Gibbs – Creative Director Jan Cillers – FX Supervisor Shelby Wong – Producer Chelsea Brewer – Coordinator ALTERIAN (SMOKEY) Tony Gardner – Creature Effects/Smokey Suit Designer

about the author

kidsleepy 17 year copywriter, now CD, who has worked in many cities including Pittsburgh, New York, Atlanta, Montreal and currently Los Angeles. I snark because I care. I ain't complainin' I'm just tellin' it like it is.

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