Smokey Bear is back to teach his classic message to the new generation. A new campaign for Ad Council, edited by Cut+Run’s Lucas Eskin and directed by Dave Laden for agency FCBWest, uses a humorous touch to address potentially serious situations involving fire safety. In each, Smokey Bear appears with essential tips to ensure summertime fun doesn’t get out of control. The video campaign will roll out on digital and social media channels. But no, Smokey does not take selfies.

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