Oreo recently dropped its limited-edition S'mores flavor, and while there were mixed reviews about the cookie at Delish HQ, its new quirky, PSA-like commercial spots are a total hit. Introducing S'morey—a furry friend who naps in an underground den and puts out fires à la Smokey the Bear—the animated series is cute, humorous, campy (sorry, we had to), and a little bit absurd. It's the quintessential combo for the company's social media strategy on Twitter, Facebook, Instagram, and Tumblr.

A bit like a badger and a bit like a hare, S'morey arrives on the scene of campfires—in a canoe, on the golf course, and even at the office (we told you it's a little kooky)—to extinguish flames and shake his head in disapproval. But he soothes the blow by handing out S'mores Oreos, which are apparently the ideal replacement for the real deal, before swiftly moving on to his next assignment—or returning to his recliner for another snooze. He might be an unidentifiable forest creature, but he's spunky and we'd totally watch a spin-off sitcom starring the fluffy little guy, Bojack Horseman–style. Check out the full series below: