A huge submarine burst through the streets of Milan a couple of days ago as part of a completely sick advertising campaign for insurance firms Europ Assistance IT and Genertel.
It obviously didn’t actually burst through the streets but advertising firm M & C Saatchi Milano set it up to look pretty much exactly like it had, complete with a performance from actors dressed in sailor costumes and scuba divers emerging from the wreckage in a daze and wondering how the hell they got there. The emergency services also made an appearance, carrying people away on stretchers and cordoning off the area, as did a Smart Car (why the hell would they use a Smart Car to promo anything?) that had been caught up in the action in a classic case of wrong place, wrong time.
The idea behind the campaign was to encourage people to buy insurance to safeguard themselves against completely unexpected circumstances. I don’t think you need to buy insurance to safeguard against a submarine emerging in the middle of a city, but still I get the point and think it’s a completely awesome and eye catching idea.
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More pictures on the following page.