Skateboarders are annoying, and from time to time we've all fantasized about setting them ablaze. But Publicis Mojo and Exit Films went and did so in this short film touting Coca-Cola's Burn energy drink. No, seriously, they claim to have literally set the dudes on fire during the shoot. Those riders need a union, stat. (Even the Old Spice guy's not that hot.) It sure doesn't look like CGI, and some of the images in the clip—part of a series of long-form videos—are more evocative and memorable than the "shocking" scenes in most effects-driven commercials I could name. And if any of the boarders were hurt (supposedly not), well, the evidence is all just ashes now. This was shot in Mexico City, by the way, so the smoke and fumes rising from the riders' backs actually improved the air quality. Via Creative Review .