Smokey the Bear

According to their website, Smokey Bear's campaign is the longest running PSA campaign in U.S. history. It's pretty interesting to see the changes Smokey has made over the years. Back in the 40's and 50's Smokey was featured as a good and fire-fearing Christian bear.



Now he's more of a fire-fighting badass bear, with the bear-pecs to prove it.



In recent ads I find less of Smokey the character and more of Smokey the logo and figurehead in some corner of a print ad or the end of a tv spot. Still, Smokey prevails, and there's a definite trend from baby bear to boss bear, an evolution you can browse here.

It's a good lesson in staying dynamic and flexible, even if it's against tradition.