Foote, Cone & Belding, Smokey the Bear has been cautioning us
to quench our campfires, crush our cigarettes and watch what we
do with a match for decades. In fact, "Only you can prevent forest
fires" is the longest continuously used ad slogan in U.S. history
which may be why Ad Age ranked it as one of the top thirty cam-
paigns of the 20th century.