Clark Collis
July 15, 2009 AT 11:46 PM EDT

US Weekly has posted previously unseen footage of Michael Jackson’s accidental burning during a 1984 Pepsi ad shoot, which you can view at the magazine’s website. The material is of extremely high quality, and it is actually quite harrowing to watch the superstar’s hair catch fire — particularly as Jackson continues to dance for several seconds, oblivious to what has happened.

All in all, it’s not the way many people would want to remember the King of Pop. But it is perhaps worth noting that Pepsi later settled with Jackson to the tune of $1.5 million and that Jackson then donated the money to the burn unit of the Brotman Medical Center in Culver City, CA.

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