VIDEO: Smokey Bear — a pop culture icon better known by some baby boomers as Smokey the Bear — is going digital in a big way for his 75th birthday in an effort to reach younger Americans with messages that go beyond "only you can prevent forest fires."
Now, in addition to being a burly, shirtless upright bear in a ranger hat, Smokey is an animated emoji that celebrities — including Stephen Colbert, Jeff Foxworthy and Al Roker — are speaking through.
In many ways, the months-long ad campaign is a Smokey Bear reboot as the public faces concerns about raging West Coast wildfires, the consequences of global climate change and how to best conserve public land.
“Ensuring an icon like Smokey remains fresh and relevant for today’s audiences is no simple task,” Lisa Sherman, CEO of the Ad Council, said earlier this month, adding that the new campaign honors Smokey’s past and "celebrates his enduring legacy."