I'm going with a reflection of the fire in the camera lens. Well illuminated objects at night often do this because of the brightness of the subject. If you notice, you can see the rolling flame details in the "horseman image" vs. overexposure of the actual flames. The other item of interest is that the image moves right as the camera pans right. This is rather creepy, however. I think I is good we are watching out for this kind of thing, for sure.
Susan...right there with you. That commercial was wild. It also featured a stargate/wormhole. The Mayan scene gave me chills!