Down Periscope: Submarine Bursts Through the Street

sub-5If you’re living in Milan, or visiting Milan, or you frequent Uncanny Flats, then you know that a submarine recently popped up through the street there. Luckily no one was injured, and nothing important was destroyed. Just some little car was damaged. Well, that and the street. Even the submarine came out looking very nice.

Of course the whole thing was a scam. An insurance scam to be exact.

As part of an absurdly clever advertising campaign orchestrated by ad agency M&C Saatchi Milano for insurance firms Europ Assistance IT and Genertel, a giant submarine was installed near the city center as if it had suddenly burst through the street. The carefully orchestrated stunt which unfolded on October 1st was complete with a live reenactment meant to reinforce the idea of safeguarding yourself and posessions against unforseen events.

They may try to pass it off as advertisement, but you and I both know a scam when we see one.

Hit the jump for more shots and a video.

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