BUSINESS
10/07/2013 11:56 am ET Updated Oct 07, 2013

Submarine 'Surfaces' Through Milan Street In Crazy Insurance Ad Stunt (VIDEO)

Selling insurance can be boring. A submarine bursting through the street of landlocked Milan, Italy, is anything but.

So why not combine the two in one crazy advertising stunt?

Insurance company Europ Assistance IT, with the help of ad agency M&C Saatchi, staged this elaborate hoax last Monday with a prop submarine turret and some game actors to show how it always pays to be prepared for the unexpected. Amid smoke, sirens and chaos, first responders rush in to treat the wounded, sailors pop out of the hatch and the barricades go up.

The faux disaster was attention-grabbing enough that even NBC's Brian Williams noted it in a newscast.

What do you think of the ad? Leave your thoughts in the comments section below.

(h/t AdWeek)

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