Smokey Bear has some surprising new voices.
In a new PSA, Global’s “The Late Show” host Stephen Colbert gives voice to the 75-year-old, usually gruff-sounding mascot.
Along with his voice, Colbert also lends his actual facial expressions to the bear using animated emoji technology.
Colbert’s ad updates the traditional message — “Only you can prevent wildfires” — by sharing ways wildfires can be started accidentally.
Colbert isn’t the only celebrity to take on the role of Smokey. In another PSA, actress Betty White fills in.
Earlier this year, Al Roker and Jeff Foxworthy also did ads in character as the animated bear.
For many years, actor Sam Elliott provided the official voice of Smokey.