This Louvre heist forklift ad is so smart it should be in a museum
In a movie-like heist, unidentified thieves managed to flee the Louvre with priceless Napoleonic jewels in hand. The act, executed in broad daylight, lasted less than 10 minutes. Despite forcing windows and smashing display cases, the robbers might not be the real stars of the operation. Instead, it’s the basket lift that the pair casually rode up the facade of the museum.
The basket lift, intended to carry goods, not people, was made by the German firm Bocker Maschinenwerke. The heist served as great publicity for the company, which is capitalizing on the opportunity with a clever ad. The ad was originally posted in German, but after gaining international attention, the company posted an English version.
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The copy reads: “If you’re in a hurry. The Böcker Agilo carries your treasures up to 400kg a 42 m/min — quiet as a whisper thanks to its 230 V electric motor.” It pokes fun at the obscene speed, secrecy, and magnitude of the heist, all in one catchy sentence.
According to company owner Alexander Böcker, they were “shocked” that the lift had been “misused for this robbery.” The shock quieted into some “black humor,” and after plenty of brainstorming, the viral post was created.
The comments are generally positive, with plenty of clapping emojis and compliments. One user quipped that Bocker has “better reliability and security than the museum,” and another advised them to “hang it in the louvre.”
Not everyone was a fan, though, with one person saying the ad shows a “lack of ethics and respect” and another commenter calling it “opportunistic and in bad taste.”
To add comedic value to the situation, footage shows the lift carrying the robbers down at a painstakingly slow pace. Regardless, they still managed to get to their motorbikes and make a speedy exit.
While the thieves made off with multi-million-dollar artifacts, Boker left the heist with something arguably better: a priceless promotional opportunity.
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