As Park Fire rages, Smokey Bear celebrates his 80th

Public conversation this year has been intensely focused on the fitness of prominent older men in the public eye . But you know who is still looking incredibly good for his age? Smokey Bear.

Why it matters: Smokey Bear was created 80 years ago by the Ad Council for the U.S. Forest Service and National Association of State Foresters.

• It's the nation's longest-running public safety campaign.

The intrigue: Humans were responsible, on average, for 89% of wildfires from 2018 to 2022 according to federal data. Officials say California's Park Fire was also human-caused. So although Smokey's 80th birthday on Aug. 9 is reason for celebration, his message is more important than ever.

Yes, but: Smokey's appearance has changed over the years, but modern times call for modern messaging, and some of Smokey's recent ads have raised eyebrows. As my 62-year-old neighbor said to me after seeing a new billboard this week, "When did Smokey get so hot?"

Catch up quick: The internet has been thirsting over the fiery icon for years. Smokey's appearance at the Macy's Thanksgiving Day Parade in 2022 got viewers " hot and bothered ." His merchandise has been described as " objectively hot ."

• LGBT magazines have dubbed him "Muscle Bear Daddy." And his 75th birthday poster — created by D.C. artist Tracie Ching and featuring Smokey flaunting a distinct rig — was the subject of a late night TV segment simply titled "Would."

What they're saying: Smokey is not just a PSA but also "a part of our culture," Ad Council campaign manager Tracy Danicich told Axios.

• "It's really important that, through the decades, we update Smokey and we keep him relevant and fresh and modern, so that people see him as not just a memory from the past."
• "We're glad that people are noticing Smokey," Danicich said after pausing to consider fans who are calling him hot. "Of course, he's turning 80 this Friday. So we're glad that he's stayed so young looking, and that he looks as good as he feels."

Behind the scenes: Ching, the artist behind Smokey's 75th birthday illustration, said the internet's response to Hot Smokey was "one of the funniest things I've ever seen in reaction to my art."

• "I had so many people sending me videos or posts of folks thrown into a spiral because the 75-year-old icon was hot and they didn't know what to do with that information."

The latest: Smokey's new 80th birthday glamor shots — a series of illustrations from artist Sam Gilbey mimicking movie posters from various decades — are a little more Dad Bod than zaddy . But the observant reader will notice he's still shirtless and knows his way around a shovel.

The bottom line: Smokey is only one part of tackling the major problem of human-caused wildfires. But if a new, terminally online generation of internet users finds Smokey smokin', isn't that a good way to cut through and increase awareness?

• "I kind of love the idea of young folks discovering Smokey for the first time via a thirst-shocked TikTok," Ching said. "It feels both hilarious and true to our time, and I wouldn't have it any other way if it furthers Smokey's message — 'Only you can prevent wildfires.'"

For a closer look at Smokey through the ages, head to Axios San Francisco's Instagram .