A Times Square billboard caught fire, and the tweets were lit

So hot right now.
So hot right now.

Image: Stephen J. Boitano / getty

New York City’s Times Square is a famous for its towering digital billboards. However, they’re typically not on fire. 

That all changed Saturday when a billboard advertising Skyy Vodka went up in flames around 3 p.m. The video ad, featuring drag queen Trixie Mattel, continued to play as the fire grew and tourists looked on. 

The resulting tweets, perhaps predictably, were lit. 

But Skyy Vodka didn’t have all the fun, with the burning digital screen at one point switching to a whiskey ad and the request to “please drink responsibly.” Is a flaming shot “responsible”? Asking for a friend. 

According to ABC 7, no injuries have been reported. Thankfully, tourists can now go back to their regular Times Square activities of photographing definitely not-on-fire billboards and people dressed up in costumes. 

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