Americana: No More Mister Nice Bear

For more than three decades Smokey Bear has been gently cajoling forest users to prevent fires. In ranger hat and dungarees, Smokey used plenty of "pleases" and "thank yous" in posters and broadcast spots. He still often does, but since forest fires have become such a problem, says a U.S. Forest Service spokesman, "we felt we needed to say it a little more forcefully this year." So, in a 60-sec. radio spot, a camper croons a story of how he left a fire burning, and then a bold new Smokey takes charge. He angrily bares his teeth and sings: "My name...

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