Video: Discovery’s Bear Grylls Publicity Stunt Goes Up In Flames

Wednesday night the London fire brigade received an emergency phone call claiming the city’s historic Battersea Power Station was on fire. When firefighters arrived on the scene, they immediately discovered the “fire” was actually part of a publicity stunt.

To help promote Discovery Network International’s new series, “Bear Grylls: Escape From Hell,” adventurer Bear Grylls scaled down an exterior wall of the building while flames and explosions were digitally projected onto the building.  The flames were apparently so life-like that a witness made the emergency phone call.

When firefighters arrived on the scene, they “quickly realized it wasn’t an incident for us,” but added, “we take every call seriously.”

“Bear Grylls: Escape From Hell” will share true stories about ordinary people who survived extraordinary situations. No date has been released for when it will premiere in the U.S.

Check out Grylls’ publicity stunt below: