I keep seeing an ad on the way to work that's caught my eye. It's mainly just a big picture of Smokey the Bear, but the main text says 'Get Your Smokey On.'
They're still using the 'Only You Can Prevent Wildfires' line, too, but The Smokey campaign seems to have gotten much hipper on the whole. According to the 'vault' page, Smokey, at over 60 years old, is the longest running public service campaign in history.
You can see the new Smokey TV ads as well as practical information, like a map of large working wildfires at smokeybear.com