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.

Oh, holy god. Remember when Michael Jackson's hair caught on fire while filming a Pepsi commercial in 1984? Well Us Weekly got the harrowing footage and claims the injury spurred his terrible painkiller addiction. His head just... catches on fire.