What Orbital calls a 'Launch Mishap' could also be referred to as a 'giant fireball'.

From the ground:

http://news.nationalpost.com/2014/10/29/a-years-work-goes-up-in-flames-as-b-c-students-science-experiment-destroyed-when-iss-bound-rocket-explodes/

From the air: http://www.youtube.com/watch?v=zarWT7H9t54