Residents in Milan woke up on Wednesday morning to a gigantic submarine emerging through a pavement.
Just off Via dei Mercanti, near the heart of the old city, a submarine had apparently broken through the paving stones and damaged a nearby car.
People were stunned as emergency workers, men in fluorescent suits and reporters rushed around the vessel and shattered road surface, while navy commanders and sailors climbed down from the lost submarine's tower.
But, before you get too shocked, it was all part of an ambitious publicity stunt.
Created by the people at M&C Saatchi Milano, it was a ploy to promote Insurance group, Europ Assistance IT's new campaign, Protect Your Life.
According to Rex Features, the campaign warns: "If you can foresee it, you don't need to insure it. It is the unpredictability and lack of control over certain events in our lives that have us seek preventative action."
The campaign has since gone viral across social media with the hashtag #hashhashL1F3 (#hashhashLife), which can be seen painted on the sub, as well on the uniforms of the various actors in the disaster scene.
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