In a publicity stunt last week, an Italian insurance company
installed a massive submarine that appeared to have emerged from
underneath an old Milan street. Just off of Via dei Mercanti, near the
heart of the old city, the submarine had apparently broke the “surface”,
damaging paving stones and a nearby car. A group of actors, some
dressed as disoriented sailors and scuba divers, clambered down from the
lost submarine's tower to meet emergency crews at the scene.
The
brilliant ploy was executed by ad agency M&C Saatchi Milano for the
insurance company Europ Assistance Italia, as part of its "Protect Your
Life" campaign.
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