Submarine breaks the surface of a Milan
STREET... in a clever marketing stunt that left
bystanders completely baffled
By Daily Mail Reporter
PUBLISHED: 06:10 EST, 2 October 2013 | UPDATED: 10:03 EST, 2 October 2013
The people of Milan awoke to find something a little strange yesterday morning.
Just
off of Via dei Mercanti, near the heart of the old city, a submarine
had apparently pushed its way through the paving stones and damaged a
nearby car.
The road''s
shattered surface lay piled up around, with baffled firefighters looking
on. Meanwhile, sailors clambered down from the lost submarine''s tower
to meet emergency crews at the scene.
Scroll down for video
A little lost? A submarine appears to have
surfaced from beneath a street in Milan in this scene which locals discovered as they got up for work yesterday
morning
Shattered: An unfortunately placed Smart car has
been caught up in the chaos of the scene, with its wheels trapped by
the buckled asphalt
What''s going on here, then? A sailor emerges from the submarine''s tower to meet a firefighter climbing up its ladder
Incongruous surroundings: Confused passers-by
glance up at the mammoth installation which appeared overnight, as others
take photos from behind the fences
But where did it come from? The submarine emerged just off Via dei Mercanti, near the heart of Milan''s busy old town
In case you haven''t guessed already, it was, of course, an ambitious publicity stunt.
Workers
for Europ Assistance IT, an insurance group based in Italy, had come to
the street early in the morning to construct the fake submarine.
The installation was erected to
promote the firm''s ''Protect Your Life'' campaign.
video:
You may as well come down and grab a coffee: The
firefighter helps the sailor down the steps of the ladder leading out
of the submarine''s tower
Publicity stunt: Workers for Europ Assistance
IT, an insurance group based in Italy, had come to the street early in
the morning to construct the installation`
Making a point: The fake submarine was erected in the centre of the city to promote the firm''s ''Protect Your Life'' campaign
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