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.

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