We’ve seen some extreme marketing ploys in the past, but this one really takes things to the next level. In the video you see above promoting downloadable platforming racing game Trials Fusion, someone named “JJ” plays the extremely difficult Inferno IV track while he is on fire.

JJ isn’t able to complete the level, instead falling to ground and getting covered with a fire blanket to put out the flames. The video says the stunt was performed under the supervision of professionals and that you should not try to replicate the fiery feat. That’s probably definitely a good idea.

Developed by Finnish studio RedLynx–a wholly owned Ubisoft subsidiary–Trials Fusion was released in April for Xbox 360, Xbox One, PlayStation 4, and PC. Today, the game welcomed its latest free update, which brings online tournaments to the game. There are also now 10 player-created tracks available from Track Central.

For more on Trials Fusion, check out GameSpot’s review.

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