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In a strange twist of billboard fate, Pepsi is enjoying the benefits of prime placement and ad campaign relevance thanks to this massive digital display in Times Square paying respect to the King of Pop. The soft drink maker is no stranger to Michael Jackson, they lit his hair on fire back in 1984 on the set of what was later a very memorable commercial. And now, with crowds converging at the “crossroads of the world” with digital cameras and flipcams, the soda brand stands to make a killing from the performer’s death. Video evidence of the Pepsi-promoting tribute below.

Photo by KS