by Inigo del Castillo in New Events on Thursday 10 October 2013

Ohmygod there’s a submarine in the middle of Milan! We assume someone flushed it down the toilet when it was little, it grew in the deep, dark sewers of the city, and now it’s back to get its revenge. On October 1, people were shocked and confused when they saw a submarine sticking out of the ground. Paramedics, police, and firefighters rushed to the scene to help sailors inside the stranded sub.

However, this was all an elaborate PR stunt by ad agency M&C Saatchi for Europ Assistance Italia, an insurance company. This hoax even used social media to spread the word. Using the hashtag that was printed on the side of the sub, #L1F3, people took to Twitter, Facebook, and Instagram to spread the amazing spectacle on the streets of Milan.

Via My Modern Met