It happened on a busy street in Milan, Italy.
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.
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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.
See impressive pictures here - http://www.dailymail.co.uk/news/article-2441457/Submarine-breaks-surface-Milan-STREET-marketing-stunt-left-bystanders-baffled.html
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