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By Stanley Peters

On January 27, 1984, Michael Jackson, then at the pinnacle of his career, experienced an accident that would leave an indelible mark on his life. During the filming of a Pepsi commercial at the Shrine Auditorium in Los Angeles, a pyrotechnic mishap set Jackson’s hair ablaze, causing severe burns and initiating a series of events that would profoundly affect his personal and professional life.

In November 1983, Michael Jackson and his brothers entered a groundbreaking partnership with PepsiCo, signing a $5 million promotional deal—the largest celebrity endorsement deal of its time. The campaign aimed to launch Pepsi’s “New Generation” theme, featuring tour sponsorships, public relations events, and creative advertisements. As part of this collaboration, Michael suggested incorporating a reimagined version of his hit song “Billie Jean” as the campaign’s jingle.

The advertisement’s concept revolved around a simulated concert with Michael and his brothers performing for an enthusiastic crowd. The stage was set to recreate the energy of a live performance, complete with dazzling lights and pyrotechnic effects designed to explode as Michael descended a staircase. The commercial, directed by industry professionals Phil Dusenberry and Alan Pottasch, was expected to be a spectacular showcase of Michael’s star power and Pepsi’s innovative branding.

During the sixth take of the commercial shoot, disaster struck. As Michael appeared at the top of the staircase, the magnesium flash bombs intended to create a dramatic visual effect exploded too early. Sparks from the fireworks landed directly on Michael’s head, igniting his heavily gelled and sprayed hair. Initially, the audience and crew mistook the flames for part of the performance and cheered on, oblivious to the unfolding crisis.

Michael, unaware at first that his hair was on fire, continued performing. It wasn’t until the flames began to spread across his scalp that he realized something was wrong. He frantically patted his head in an attempt to extinguish the fire. Crew members and security personnel quickly rushed to his aid and managed to put out the flames, but not before significant damage had been done.

Michael was immediately transported to Cedars-Sinai Medical Center for emergency treatment. Doctors diagnosed him with second and third-degree burns on his scalp and parts of his face. The burns were severe enough to expose parts of his skull, requiring multiple surgeries to repair the damage. Over the following years, Michael underwent several procedures, including scalp grafts and hair implants, to address the injuries and conceal the scars.

The pain from the burns lingered long after the initial treatment. Michael’s reliance on painkillers began during this period as he sought relief from the physical discomfort caused by the injuries. This dependence would grow over time, ultimately playing a role in his struggles with addiction.

Angela Bennett, an extra on the set, later suggested that the pomade used in Michael’s hair may have exacerbated the flames. The flammable nature of the product likely contributed to the rapid spread of the fire, intensifying the damage. While this remains speculative, it underscores the risks associated with pyrotechnics and the need for rigorous safety measures in entertainment productions.

In the wake of the accident, PepsiCo issued a public apology and settled the matter out of court, awarding Michael $1.5 million in compensation. True to his philanthropic nature, Michael donated the entire settlement to Brotman Medical Center in Culver City. The funds were used to establish the Michael Jackson Burn Center, a facility dedicated to treating burn victims.

Despite the trauma, Michael’s professionalism and resilience shone through. He continued to perform and produce music at an extraordinary level, releasing his groundbreaking album Bad three years later. The accident also prompted the entertainment industry to revisit and enhance safety protocols for pyrotechnic effects to prevent similar incidents.

The incident left deep emotional scars on Michael. He reportedly experienced nightmares and developed a profound fear of fire and pyrotechnics. This trauma may have influenced his increased focus on altering his appearance, as he sought to mask the physical reminders of the accident. Additionally, his reliance on painkillers became a significant issue, with the medications prescribed for his injuries contributing to a dependency that persisted for the rest of his life.

In 2009, previously unseen footage of the accident surfaced, showing the exact moment when Michael’s hair caught fire. The video highlighted both his professionalism—as he continued performing briefly despite the flames—and the quick actions of the crew who extinguished the fire. This footage served as a poignant reminder of Michael's fame's physical and emotional toll.

The injuries sustained during the accident also had lasting physical consequences. By the time of his death in 2009, Michael’s autopsy revealed extensive scarring on his scalp. It noted that his natural hair had not grown properly, leading him to rely on wigs and hairpieces for much of his career. This shift in his appearance became a topic of public fascination and speculation over the years.

The Pepsi commercial accident remains a defining moment in Michael Jackson’s life and career. It symbolized the high cost of fame and the risks associated with the entertainment industry. Yet, it also reflected Michael’s resilience and generosity. By transforming his pain into an opportunity to help others, he left a lasting legacy through the Michael Jackson Burn Center.

The incident also marked a turning point in how the entertainment industry approached safety. Stricter regulations and more comprehensive safety protocols were implemented to protect performers and crew members from similar tragedies.

Michael Jackson’s accident during the filming of the 1984 Pepsi commercial was a tragic event that profoundly impacted his life. From the physical pain of severe burns to the emotional and psychological challenges that followed, the incident revealed both the vulnerabilities and the strength of a global icon. Despite the adversity, Michael’s ability to transform a personal tragedy into a force for good exemplifies the resilience and compassion that defined his legacy. His contributions to music, philanthropy, and cultural history endure, even as the literal and metaphorical scars of that fateful day remain a somber reminder of the price of superstardom.