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

So hot right now.

Image: Stephen J. Boitano / getty

By Jack Morse2019-05-18 21:25:15 UTC

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.

Keep your loved ones close and your billboards closer today. ❤️

— Trixie Mattel (@trixiemattel) May 18, 2019

holy shit we’re casually walking through times square and there’s suddenly tons of fire trucks and ambulances and BOOM! a big ass fire the next block up from the line friends store! pic.twitter.com/tAvuKyhvSw

— METLIFE | 🤪 🤪 (@taesyellowberet) May 18, 2019

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.

TIMES SQUARE: Video shows a billboard on fire in Times Square. The FDNY has responded to the scene at 43rd Street and Broadway. pic.twitter.com/irfAhuTmia

— Eyewitness News (@ABC7NY) May 18, 2019

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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