Skaters lit on fire in Burn energy-drink spot

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.