This report documents a case of hemodynamic collapse during primary angioplasty (PCI) for acute inferior ST-segment elevation myocardial infarction (STEMI). The patient had stable vital signs during the initial angiogram which had demonstrated an occluded mid right coronary artery (RCA). There was no evidence of right ventricular infarction or heart block. Reperfusion arrhythmia did not occur. The case illustrates triggering of the Bezold Jarisch Reflex (BJR) not by occlusion but reperfusion. In addition, this report illustrates the use of cough cardiopulmonary resuscitation (cough-CPR) to maintain consciousness during the BJR. Cough-CPR has previously been reported as a temporizing mechanism during ventricular arrhythmia prior to electrical cardioversion. This primary PCI case puts into clinical context the findings of historical animal studies and compares with clinical observations made during trials of intracoronary thrombolytic therapy.