The whole scene was a public promotion for Europ Assistance Italia, an insurance company. The installation and the entire performance, including actors who scrambled to barricade the "disaster" and faux sailors emerging from the crashed submarine, was orchestrated by ad agency M&C Saatchi.
HOLDE MINE HAIR
ye olde partie times
Verily, thou art such a lightweight.
Things ye can't: even.
Thou only liveth once
He points out that, hey, been there, done that with this San Francisco billboard in 2008:
Okay Mortals, it's the first of the month and we are proud to announce the following:
In the spirit of our undying reverence for the lord and all things holy, we give you the Ghost which we think is a fitting tribute to the supreme blasphemous activities carried out by the band itself.
Ghost chile aioli
Slow braised Goat shoulder...
Aged white cheddar cheese
Red Wine Reduction (the blood of christ)
with Communion Wafer garnish (the body of christ)
Come pay your respects!
Needs more Yakkety Sax, though.