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. a photo of a man surveying a home garage.
    Transportation

    How Single-Family Garages Can Ease California's Housing Crisis

    Given the affordable housing crisis, California cities should encourage single-family homeowners to convert garages into apartments and accessory dwelling units.

  2. The facade of a casino in Atlantic City.
    Photos

    Photographing the Trumpian Urbanism of Atlantic City

    Brian Rose’s new book uses the deeply troubled New Jersey city as a window into how a developer-turned-president operates.

  3. People eat and drink coffee inside a small coffeehouse.
    Life

    Gentrification Is Hurting Kuala Lumpur's Iconic Coffee Shops

    Traditional kopitiams, which serve sweetened coffee in no-frills surroundings, are a part of Malaysian national identity, but their survival is precarious.

  4. a photo of Northern Virginia's Crystal City.
    Life

    When Your Neighborhood Gets a Corporate Rebrand

    From National Landing to SoHa, neighborhoods often find themselves renamed by forces outside the community, from big companies to real estate firms.

  5. Equity

    The Hidden Horror of Hudson Yards Is How It Was Financed

    Manhattan’s new luxury mega-project was partially bankrolled by an investor visa program called EB-5, which was meant to help poverty-stricken areas.