The choice of a new generation is...voyeurism?
In the wake of footage surfacing online showing the filming of the infamous 1984 Pepsi commercial in which Michael Jackson's hair caught fire, the bottling company released a statement wondering aloud what the fascination about it is other than morbid curiosity.
"We don't know how the footage became available. Twenty-five years later, we’d question why anyone would want to share such frightening images. It was a terrifying event that we'll never forget," spokeswoman Nicole Bradley said.
And undoubtedly akin to something out of his Thriller video.
In the video promoting the soft drink, Jackson performs a retooled version of "Billy Jean" before 3,000 screaming fans (among the extras were comedians Kathy Griffin and Jon Lovitz—before they were famous) at L.A.'s Shrine Auditorium.
But on the sixth take, as Jackson struts down a staircase onto a stage, the background fireworks explode early. The singer starts making his way down the steps, but doesn't realize his hair has suddenly caught fire until he reaches the bottom and goes into his spin. Only then did he touch his head and realize his scalp was burning.
Stagehands gathered around Jackson and quickly doused the flames. But the Moonwalker was taken to a hospital with second- and third-degree burns on his head and face, an injury that required skin grafts.
It's now being speculated that the incident may have led to his dependence on prescription pain medication, an addiction he allegedly battled for the rest of his life. Pepsi later aired a version of the ad without the hair-raising moment and paid Jackson $1.4 million for his pain and suffering, but the music legend ended up donating the money to a burn victim center.
Since Jackson's fiery performance bubbled up over the Internet and cable news two days ago, Pepsi initially declined to catch the wave and comment on it. But the company chose to speak out now not only to criticize the release of such imagery (and incidentally the public's grotesque obsession with it), but also to pay tribute to the late King of Pop, with whom it had the good fortune of working during his 1980s peak.
"We were grateful for Michael's recovery and for the chance to continue working with him on a number of successful projects," Bradley added. "As for Michael as an artist, his music helped us define a generation and, like everyone else, we’re deeply saddened by his passing."
The rep also said Pepsi has no intention of pursuing legal action to stop the burn footage from airing and, in fact, isn't even sure who owns the rights.
________
Check out the King of Pop in happier, seemingly healthier times in our Michael Jackson: A Life gallery.