A very strange thing happened along the road Via dei Mercanti in Milan's "old city." Morning commuters were shocked to discover a massive submarine that appeared to emerge from underneath the city street. The surrounding pavement and nearby cars appeared damaged. Then things got weird.

Sailors, scuba divers and submarine officers began climbing out of the submarine as emergency crews greeted them. 

Italian ad agency, M&C Saatchi Milano put together the elaborate ruse for their client, insurance company Europ Assistance Italia. 

You never know what you'll see on a road trip through Italy.