LOS ANGELES — A 38-year-old commercial actor died over the weekend after collapsing during a demonstration supporting the four-month strike by actors against the advertising industry.

William Ray Embry collapsed on Saturday while standing in a picket line outside a nonunion shoot for Sony Playstation, Screen Actors Guild officials said Monday.

Embry was conscious when rescue crews arrived but died that evening, according to SAG. "I'm terribly saddened by something like this happening during a strike action," SAG President William Daniels said.

Nearly 100 actors participated in the Saturday protest, which included such high-profile performers as Michael J. Fox and "Golden Girls" actress Estelle Getty.