The character, known as "S'morey, the unidentifiable forest creature" springs into action whenever a human, driven by an insatiable urge for s'mores, begins to light a campfire in an inappropriate location, such as a golf course or an office cubicle.
Ad Nut approves, because if there's one thing we don't have enough of in this world, it's superhero films. But seriously, Ad Nut admires this fun series and the way it's all brought together beautifully by the tagline, 'No campfire necessary'.
As Campaign US reports, the creature is meant to be part hare and part badger (according to its theme song). But one Hong Kong colleague believes it may be part Wookie. And Ad Nut has to admit it certainly resembles Chewbacca when wearing its over-the-shoulder messenger bag.