On January 27, 1984, Michael Jackson and other members of the Jacksons filmed a Pepsi Cola commercial, overseen by executive Phil Dusenberry, from ad agency BBDO and Pepsi's Worldwide Creative Director, Alan Pottasch at the Shrine Auditorium in Los Angeles. In front of a full house of fans during a simulated concert, pyrotechnics accidentally set Jackson's hair on fire. He suffered second-degree burns to his scalp. Jackson underwent treatment to hide the scars on his scalp, and he also had his third rhinoplasty shortly thereafter. Jackson never recovered from this injury.
Pepsi settled out of court, and Jackson donated his $1.5 million settlement to the Brotman Medical Center in Culver City, California, which now has a "Michael Jackson Burn Center" in honor of his donation. Dusenberry later recounted the episode in his memoir, Then We Set His Hair on Fire: Insights and Accidents from a Hall of Fame Career in Advertising.