The Pepsi Commercial: 25 Years Later
Although it’s hard to watch, it’s good that the footage of the fire during the Pepsi commercial that burned Michael Jackson’s scalp has come to light. Brings up interesting questions, though–who had it under lock and key for so long, and how much did US Weekly, that paragon of investigative journalistic reporting, pay for it?
Now, one of the two LA city fire inspectors that was on set is also speaking out, saying the director, Bob Giraldi, purposefully put Jackson in danger in order to get a better shot. “Making him look more majestic,” is how it was put–convincing Jackson on the sixth take to stand right under sparks from the pyrotechnics that lit his hair ablaze. But it seems to me these fire guys weren’t really doing their jobs in ensuring the safety of the performers, were they, if they didn’t step in to tell the director and Jackson they couldn’t do that. Take a look at what Giraldi told Playboy about a year after the ’84 accident:
Playboy: No one has ever heard your side of the story regarding the ill-fated Pepsi commercial in which Michael’s hair caught fire. You were directing. What went through your mind?
Giraldi: Nothing. I was the only one who didn’t really know what was happening until people rushed onto the stage. I didn’t see it. I was off to the side, watching my black-and-white monitor. The fire looked like a special lighting effect on my screen. Suddenly, Michael was trying desperately to get his jacket off, thinking it was on fire. Like most accidents, it was over before it started. But the hysteria was there. He never seemed to be in danger. Then he was whisked off to the hospital and I saw him a couple of hours later. He was speaking despite the pain. It was an accident. To say any more about it is not very smart, because there will probably be a lawsuit.I have no bad feelings toward Michael, and I hope he doesn’t harbor any toward me. He is a brilliant performer, a genuine, shy, withdrawn young man. He and I worked together three times; we did fine work, had fun and made history. But our personal relationship is over–for the moment.
He’s gone on to do some very important stuff, and so have I.
———————Yeah, he owns a NY restaurant apparently, and for sure now he’ll be a pap target. Karma, as they say.
Interestingly, Pepsi apparently didn’t…um, pardon the expression, burn their bridges with Michael, as he went on to make another series of groundbreaking-at-the-time soda pop commercials for them in ’88. In recent weeks, the company ran a full-page ad in the LA Times (and possibly other major papers) honoring Jackson. Now faced with major PR damage control, I’m sure we’ll hear more about their do-gooding.
In a video of a song called ‘Give in to Me’ on the Dangerous album that didn’t get much airplay in the US, Jackson actually sings the line: “I’m on fire,” and there are pyrotechnics literally electrifying him (through the magic of special effects) in the stagecraft for this rock song with Slash. It’s become my new, favorite MJ “discovery” in the wake of his tragic death: http://www.youtube.com/watch?v=g-CcqOe9WWU
