New York City's Times Square is This Isn't the Twilight Saga: Breaking Dawn 2 XXX Parodya 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.

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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.

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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.