The Milan submarine is making news as it appears an old ship broke through the streets of the historic Italian city. In reality, it was an extremely clever publicity stunt orchestrated by ad agency M & C Saatchi. The Milan submarine was planted in conjunction with a skit in an effort to advertise the insurance services offered by Europ Assistance IT and Genertel. The live re-enactment occurred on October 1st and was intended to raise awareness around safeguarding one's possessions in the event of unforeseen unfortunate incidents.
The absurdly large submarine ship was installed to look like it came bursting through the Milan street. The stunt drew a large crowd, which should not come as a surprise.