A casual walk down the street turned into an unexpected nautical adventure for several people in Milan on Tuesday morning. A huge real-size submarine emerged on the city street of Milan, even damaging a car in its way.
Frantic bystanders could only look on helplessly as a giant submarine with the hashtag #L1F3 appeared to surface near Milan‚Äôs iconic Duomo cathedral that weirdmorning.
The road’s shattered surface lay piled up around, with baffled firefighters looking on. Meanwhile, sailors clambered down from the lost submarine’s tower to meet emergency crews at the scene.
Then a few minutes later, visibly baffled captain emerged from the top of the submarine to give an interview to a waiting camera crew in a strong Russian accent.
To add to the chaos, an actor posing as a disgruntled Milanese motorist in the wrong place at the wrong time then got out of his smart car to confront the captain while he was still talking to the camera crew.
As it turned out, it was part of the publicity stunt organized by an Italian insurance company.¬† It was created by Milan-based agency M&C Saatchi for Europ Assistance Italia, the realistic scene surprised passers-by and the city‚Äôs public services.
The worker of the company had come to the street early in the morning to construct the fake submarine as part the marketing for their “Protect Your Life” campaign.
It was staged to try to make people reconsider how they protect themselves, and accompanied the launch of the insurance company‚Äôs new LifePark Protection store.
The disaster scene was brought to life with a group of actors, some dressed as disoriented sailors and scuba divers, others as members of a hospital crew.
Several baffled bystanders took to Twitter and Instagram to share images of the sub protruding through the stone street.
Dramatic? Oh yes, and the still photos are fascinating in a way that brings to mind an alternate universe where special vessels cruise beneath the concrete jungle without ever breaking the surface, says GizModo.
‚ÄúIt‚Äôs called a ‚Äėwow‚Äô experience,‚ÄĚ marketing manager Alberto Agnelli explained to Il Giornale newspaper. ‚ÄúWe created this scene to make [people] feel emotion through a new energy of communication. No more sickening adverts that show brand names, but people themselves involved in an event, who are conveying a brand name out loud and on social networks.‚ÄĚ
‚ÄúWe‚Äôve been working on this project since July,‚ÄĚ Edoardo Lugari, the director of the publicity stunt told the paper, adding, ‚ÄúMilan is a fantastic city to acknowledge this kind of creative spirit.‚ÄĚ
And it would appear that the company got exactly the kind of attention it was hoping for. Within hours, videos of the publicity stunt had gone viral on YouTube, with one clocking up over 100,000 views.
Second only to Pope Francis ‚Äď who in July was named the most influential world leader on Twitter ‚Äď the submarine was the most tweeted about subject in Italy on Tuesday, according to Lugari, reports The Local.