News Brief
Smokey Gets A Makeover
Apr 23, 2001, 12:00 AM
Committed to reawakening Smokey Bear in the minds of the adult public and breaking through the crowded PSA market, the Ad Council is launching what is best described as an "edgy" new Smokey Bear television and radio campaign. Additionally, the 56-year-old Smokey Bear tagline changes from "Only You Can Prevent Forest Fires" to "Only You Can Prevent Wildfires." The change addresses today's growing wild land/urban interface population and the rising percentage of human caused fires in these areas.
Created by FCB Southern California in partnership with the Ad Council, the campaign utilizes dramatic and explicit visuals to create a motivating message and make a memorable impact.
"Even with all of the success the Smokey Bear campaign has achieved during its nearly 55 years, wildfires still claim an area of forest equivalent to the size of New Hampshire each year," said Peggy Conlon, Ad Council president and CEO. "Although the ads created by FCB for the Smokey campaign have always been top notch, we thought it was time to revise, refresh and re-awaken Smokey's message to the American public."
- Anya Khait
Recent Online Media Daily Articles
-
Yahoo To Buy Tumblr For $1.1 Billion May 19, 7:26 p.m.
The Yahoo board has agreed to acquire popular blogging site Tumblr for $1.1 billion in cash, ... -
Weather.com Develops Real-Time Data Ad Targeting May 17, 5:12 p.m.
Weather.com has begun using audience segmentation data from Lotame to develop real-time ad targeting services based ... -
MetroPCS Drops Challenge To Neutrality Rules May 17, 4:44 p.m.
T-Mobile's newly acquired MetroPCS withdrew its challenge to the Federal Communications Commission's net neutrality rules on ... -
'Geo-Conquesting' Drives Higher Mobile Click Rates May 17, 3:56 p.m.
The practice of conquesting -- running advertising for a brand or product near editorial content about ... -
Cox-Backed, Skyword Raises $6.7 Million To Enhance Content Creation May 17, 3:34 p.m.
Internet services and utilities will rely more on content as the industry matures. Shereta Williams, vice ... -
Ford, Jeep, Chevy Top Digital Auto Brands May 17, 1:09 p.m.
On the digital proving track, Detroit is beating out the competition. Ford, Jeep and Chevrolet were ... -
Choosing Sides: VivaKi Backs comScore; ABC Throws In With Nielsen May 17, 9:52 a.m.
In a battle to control the future of the ad industry’s currency, Nielsen and comScore each ... -
Yahoo Adds Tweets To News Feed May 16, 6:18 p.m.
Yahoo will incorporate selected tweets into the news feed on its redesigned home page through a ... -
Mozilla Puts Cookie-Blocking On Hold May 16, 6:16 p.m.
Mozilla is putting the brakes on plans to block third-party cookies by default in the upcoming ... -
Mobile Ad Results In Line With Rich Media May 16, 5:39 p.m.
Mobile display ads perform roughly on par with rich media ads in terms of click-through and ...
Be the first to comment on "Smokey Gets A Makeover"
Leave a Comment