If they only had a heart. Upon seeing this week's spine-tingling video of Michael Jackson's '84 Pepsi ad accident, Pepsi and vid director Bob Giraldi don't give a shit. The international moment of dead pop star respect is officially finito.

Honestly, no one's given a shit in the past 25 years. Yet as always, with mondo-stratospheric celeb death comes a whole stadium full of dusty grievances. With the fire vid now shocking the internets, the fire safety inspector at the shoot, Captain Don Donester ("DON DONester" - what clever parents he had!) blames director Giraldi for making Jackson stand under the sparks longer so the popstar would "look more majestic."

C'mon, admit it. The moonwalk with one's hair in flames? Chilling, yes. But it does look pretty Olympian.

TMZ called up Giraldi for a response. He said, "That's not true. Whatever." Click. Dial tone. Wow, what a prick!

In true canned spokespersonspeak, Pepsi's response was also a hair toss and shoulder shrug.

We don't know what that footage is. It's 25 years ago. We don't know who owns it, so we have no recourse as far as I know. I can only tell you what I know. We didn't put it up and we don't know where it came from.

Guess they're bitter their latest slogan, "Refresh Everything," hasn't registered with anyone anywhere nohow.