Smokey Bear gets a new voice for his 75th birthday (2024)

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 gobeyond "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 thatcelebrities —including Stephen Colbert, Jeff Foxworthyand Al Roker — arespeaking through.

In many ways, themonths-long ad campaign is a Smokey Bear reboot asthe public faces concernsabout raging West Coast wildfires, the consequences of global climate changeand how to best conservepublic 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."

Smokey's message of personal responsibility, that "only you" can do something to protect the nation's natural resources, has long resonated with Michiganders. After all, the state's Latin motto,Tuebor, means "I will defend."

Moreover, as every third-grader studying Michigan history knows, the state once produced more lumber than any other and even has its own tragicAmerican Indian legendabout bears that tried to swim to Michigan to tryto escapea terrible forest fire.

The new public service adsturnold, conciseSmokey — who, with 74-year-old actor Sam Elliott's voice, sounds like grandpa — into a not-quite-as-old, chatty, animated-emoji Smokey — one each byColbert, 54; Foxworthy, 60; and Roker, 64 —who soundsmore like dad.

If there's any doubt,thecelebs in the spots tell some eye-rolling dad jokes.

"Hi, I'm your host Smokey Col-'bear,' filling in for Smokey," beginsthe Smokey emoji advoiced by Colbert, the late-night TV host. "Because after 75 years of 'Only you can prevent wildfires,' it turns out there's much more to say. ..."

Smokey's catchphrase

Smokey Bear was created by artist Albert Staehle, who drew a bear pouring a bucket of water on a campfire in 1944. One account claims the bearwas named after Joe (Smokey) Martin, a New York City Fire Department assistant chief.

Originally, Smokey's catchphrase was "Smokey Says — Care Will Prevent 9 out of 10 Forest Fires." In 1947, the phrase became "Remember ... Only YOU Can Prevent Forest Fires." In 2001, it was updated to "Only You Can Prevent Wildfires."

The concept for the original poster came out of concerns during World War II that enemy munitions might spark a forest fire on the West Coast and citizensneeded to be on guard to prevent these potential disasters.

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The campaign was so successfulthat to preventSmokey's image from being exploited by commercial enterprises, it was protectedby federal law. The bear's likeness is now administered by theUSDA Forest Service, the National Association of State Forestersand theAd Council.

There is a 17-page guidebookoutlining what Smokey can — and can't —do.

For instance: Only state forestry agencies and the U.S. Forest Service can own Smokey Bear costumes. Costumes must be ordered from an authorized manufacturer and Smokey may never endorse products.

Smokey also must maintain the same look: His eyes are always dark brown, his jeans are always blueand his belt buckle isalways gold. And, if there is any confusion, he uses a round-point shovel, not a flat shovel or scoop shovel.

When in costume, the guidebook says, the bear should "never forceitself on anyone" andnot "walk rapidly toward small children." The costume must be protected from vandalism, theft, and beproperly disposed of by — get this — burning it.

The real-life bear

Over the years, Smokey hasappeared in a Walt Disney short film, as a balloon in the Macy's Thanksgiving Day Parade and in a popular song, "The Ballad of Smokey the Bear," which is why some people still refer to him as Smokey the Bear.

Butthe most popular Smokey incarnationwas as a real bear.

It wasan American black bear cub that was rescued in 1950 from a 17,000-acre forest fire in Lincoln National Forest in south-central New Mexico. The bear climbed a tree to escape the flames, but his paws and legs got singed.

They first called him Hotfoot Teddy,but later renamed him Smokey Bear.

So many were curiousabout the cute bear that he was taken to the National Zoo in Washington, D.C., to live. When hearrived,he was metby hundreds of spectators, including Boy Scouts and Girl Scouts, according to Smithsonian Institution archives.

After that, came thousands of letters to the bear.

So many letters were sent that the post office gave Smokey Bear his own ZIPcode, 20252.

Over time, Smokey got old. He died at the zoo in 1976. His death was memorialized in newspaperobituaries, and hisremains were takenback to his home in New Mexico forburial.

In 1979, the area where he was buried was turned into Smokey Bear Historical Park.

What would Smokey say?

In Michigan, Smokey has been honored in a variety of ways, includinggrade-school poster contests, costumed visits to state campgroundsand years of Aug. 9 birthday celebrations.More than 500 Smokey events are planned thisyear.

"He's one of the favorites," said Paul Rogers, a wildfire prevention specialist with the Michigan Department of Natural Resources in Lansing. "From the little ones to the ones in their 70s and 80s, they absolutely adore him."

Rogers has donned a Smokey costume hundreds of times for events and photos, adding that part of Smokey'sappeal is that he isbrawny and stern, yet, at the same time, he is a familiar, friendly figurewhor*minds folksof theirteddy bear.

At the DNROutdoor Adventure Center in Detroitthere's a six-footSmokey Bear on display, and young school children visiting the center dailylove to give Smokeybigbear hugs.

Smokey's message also is vital in a state withwildfire tragedies.

So far this year, there have been 24 reported wildfires in Michigan each year, according to the state DNR. Last year, there were 301. But, that's still far less than the 4,690fires in1930, one of the worst years in state history.

One heartbreakingAmerican Indianlegend says that long ago, three bears triedto escape a massive blazein Wisconsin by swimming across Lake Michigan. But, the two cubs drowned a few miles from shore.Their mother, however, never gave up on them.

To honorthe cubs, the Great Spirit created two islands, North and South Manitou, and buried the mama bear keeping watch for her babiesunder the sands of the northern Michigan dunes.

Thislegendgave the Sleeping Bear Dunes National Lakeshore — now a popular vacation destination and protected national parkin the northern part of the Lower Peninsula near Traverse City— its name.

Smokey, of course,would just add this to the sad story: "Only you can preventwildfires."

Contact Frank Witsil: 313-222-5022 or fwitsil@freepress.com.