An Italian insurance company went all out on this one.

In a publicity stunt last week, a U.S. insurance company put a duck in a New York City subway station. Yesterday, an Italian insurance company took things a thousand steps further, creating a massive submarine that appears to have emerged from underneath an old Milan street.

Ad agency M&C Saatchi Milano executed the submarine intervention for the insurance company Europ Assistance Italia, as part of its "Protect Your Life" campaign. 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.

The video below, shared by Europ Assistance, gives a better sense of what unknowing pedestrians walked into. For those who have gone through traumatic events in city crowds, something like this might strike a nerve.

About the Author

Most Popular

  1. photo: subway in NYC
    Transportation

    Inside Bloomberg's $1 Trillion Infrastructure Plan

    Drawing on his time as New York City mayor, Michael Bloomberg proposes handing power and money to urban leaders as part of his Democratic presidential bid.

  2. Environment

    Neighborhoods With a History of Redlining Are Hotter on Average

    Housing discrimination during the 1930s helps explain why poorer neighborhoods experience more extreme heat.

  3. Transportation

    In Paris, a Very Progressive Agenda Is Going Mainstream

    Boosted by big sustainability wins, Mayor Anne Hidalgo is pitching bold plans to make the city center “100 percent bicycle” and turn office space into housing.

  4. Equity

    What ‘Livability’ Looks Like for Black Women

    Livability indexes can obscure the experiences of non-white people. CityLab analyzed the outcomes just for black women, for a different kind of ranking.

  5. A photo of a police officer in El Paso, Texas.
    Equity

    What New Research Says About Race and Police Shootings

    Two new studies have revived the long-running debate over how police respond to white criminal suspects versus African Americans.

×