Updated at 11:20 a.m. ET
Smokey Bear, the U.S. Forest Service's symbol of fire prevention, turns 75 on Friday. Smokey is the longest-running public service ad campaign, first appearing on a poster on Aug. 9, 1944.
While his look has changed quite a bit, his message has shifted only slightly.
Smokey's roots go back further than his first post. In 1942, a Japanese sub attacked an oil field in southern California.