This Life Insurance Company Takes Advertising to a New Extreme

People walking through the heart of Milan Tuesday morning came across quite the sight. They saw a crowd gathered around the scene of a car accident. But this crowd included emergency workers, sailors, and a sea captain. This was because, as they slowly realized, a large submarine had burst up from under the pavement, causing the mayhem. Or so it would appear. Once they hung around for a couple minutes however, their confusion turned to eye-rolling. They realized that the whole ordeal was nothing but extreme advertising. In fact, the whole scene was staged by Life Park, an Italian insurance company. The incident proceeded to explode across social media in Italy.

One might argue that this is very effective advertising. After all, Life Park has certainly received a lot of attention. And, sure it's all in good fun. But how far is too far?

Advertising seems to surround people in their daily lives and, apparently, companies must resort to more and more extreme tactics to gain the crowded attention of consumers. But is there no limit to how intrusive advertising ought to be? One must wonder how residents of Milan reacted when they realized that their government rented out a taxpayer-funded street all so that a company could make more Euros. Has corporate culture not created a spectacle from which it is very difficult to escape? Has the sense of reality been co-opted in the name of consumerism? Or, is this just business as usual? 

How likely are you to make Mic your go-to news source?

Sean Becker

From the West Coast to the Midwest and back, I have grown up observing and reflecting on the world around me. I graduated from the University of Wisconsin - Madison with a degree in Sociology and now live with my girlfriend in San Francisco. I am interested in how the ebbs and flows of current events can illuminate and challenge some of the greater issues our society faces going forward.

MORE FROM

Vince Staples burns through nihilism and house beats on 'Big Fish Theory'

The Long Beach rapper takes a bold left-turn on his just-released sophomore LP — a move that might alienate some longtime fans.

Jay-Z's new '4:44' teaser suggests he's looking to merge his art and activism

The 30-second trailer features a message to "Stay black."

'Fast and Furious' star threatens to quit franchise unless the female cast gets bigger roles

Michelle Rodriguez made her statement while touting the latest film's digital release on social media.

Fired Han Solo director Chris Miller tweeted a secret reference about the 'Star Wars' movie

Chris Miller let fans know that the situation is normal after being fired from the Han Solo movie.

The 'Pretty Little Liars' series finale reveals the identity of AD and answers 7 other questions

You won't believe who the father of Alison and Emily's baby is.

7 times women in Hollywood pushed back against the pressure to lose weight

They're not here to fit any sort of body standard.

Vince Staples burns through nihilism and house beats on 'Big Fish Theory'

The Long Beach rapper takes a bold left-turn on his just-released sophomore LP — a move that might alienate some longtime fans.

Jay-Z's new '4:44' teaser suggests he's looking to merge his art and activism

The 30-second trailer features a message to "Stay black."

'Fast and Furious' star threatens to quit franchise unless the female cast gets bigger roles

Michelle Rodriguez made her statement while touting the latest film's digital release on social media.

Fired Han Solo director Chris Miller tweeted a secret reference about the 'Star Wars' movie

Chris Miller let fans know that the situation is normal after being fired from the Han Solo movie.

The 'Pretty Little Liars' series finale reveals the identity of AD and answers 7 other questions

You won't believe who the father of Alison and Emily's baby is.

7 times women in Hollywood pushed back against the pressure to lose weight

They're not here to fit any sort of body standard.