The Louvre thieves used a furniture lift in their heist. Now the company that makes it is hoping to cash in.

After spotting their Böcker Agilo lift in images after the $102 million Louvre jewel heist, German manufacturer Böcker turned the moment into a speed-focused ad. Head of marketing Julia Scharwatz led the If you're in a hurry campaign, pairing a photo outside the museum with specs — up to 400 kg at 42 m/min. Reaction was mixed, but views surged past 4.3 million, far above the usual 15,000–20,000, and sales haven't moved. Alexander Böcker emphasized that no one was hurt, the company rejects crime, values safety, and simply seized an unusual moment.

Reviewed by JQJO team

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