Clearly what we see here is a Christmas tree that, minutes before, started speaking to the family in an unholy voice, booming with curses in an ancient dead language. The priest was called, and he set the cursed thing ablaze. It was too late to save the mother's sanity.
This is actually an ad for Pyrene fire extinguishers, but it's hilarious even in that context; the father in this photo clearly has no intention of dousing that huge blaze with that little bottle of Pyrene and will instead be bludgeoning that fire to death with his bare hands. That is not a startled father quickly reacting to a household emergency. That is an old man seeing his nemesis return for the last time. "So once again it is just you and I, fire. You have sneaked into my home disguised as a Christmas tree, like a coward. For this, you will die at my fists. Margaret, make Sally watch."
"Damn it, Steve, you're drunk!"