01/07/2014 05:51 pm ET Updated Jan 23, 2014

Some Russians Set A Billboard On Fire In The Name Of Steak (VIDEO)

Here's an ad well-done.

A restaurant in Russia lit a billboard on fire to "flame-broil" a gigantic picture of beef. The stunt was concocted by the Russian ad-agency Voskhod to promote the steaks at Double Grill, located in Yekaterinburg, Russia's fourth-largest city.

The video of the steak-lighting was originally uploaded to YouTube in November 2013.

However, Mediabistro reported Tuesday that the strategy wasn't so rare, pointing to an Outback Steakhouse ad in 2011 that used a similar angle.

Playing with fire can sometimes burn more than advertisements, even when there are professionals involved. In 2012, to promote the DVD release of "Ghost Rider 2" a stunt rider was lit on fire before he jumped a motorcycle across a lake. He overshot the water and suffered numerous injuries.

h/t AdWeek