Pyro-Cycling: Death Wish in the Name of Advertising

Wow, the lengths some go to for a spot in the advertising limelight these days...  NeilPryde Bikes created this advert of a "mad frenchman" riding a bike in flames. What do you think? Jackass worthy?

• Previously, Bicycle of Death (Yes, That's a Flamethrower).
• A Lesson in Advertising.