Sponsor 
GLOBAL – October 3, 2013 – A submarine appeared to surface on a Milan street yesterday, causing quite a commotion and confusing passersby.
Lost-looking sailors emerged from the submarine, while a reporter and cameraman rushed to the scene. Right on cue, an ambulance arrived bearing the words "Protect your #L1F3."
As it turned out, the massive publicity stunt was a campaign by ad agency M&C Saatchi Milano, for insurance company Europ Assistance Italia. Videos of the fake disaster scene are online, with one showing a man whose car appeared to have been stuck in the rubble surrounding the submarine.
"To launch the new LifePark Protection store, we want people to reconsider how they protect themselves," read the campaign brief.
The campaign illustrates how "it is the unpredictability and lack of control over certain events in our lives that have us seek preventative action."
For more information, visit the Protect Your Life website.
