WTF: Bjorg Jewelry "Heresy" . . . Art, Advertising or !@#$%?

Gonna get right down to it . . . Breaking out the boys choir was effective in Levi's 501 blue jeans commercials in the 1980s . . . but having angelic voices sing while a model gets torched at the stake - Are you @#$%ing nuts? This little pile of poopie is walking that fine line between self-indulgent and self-inflicted gunshot wound to the meat and veg.  Really Bjorg.  What's the message? What does this promote or say about your brand other than your CMO is gonna get canned in the next 6 months because they think there is some kind of connection between the people you buy jewlery for and the people you douse with gasoline and burn . . .