A German company inadvertently embroiled in the Louvre Museum heist after one of its lifts was used in the theft is making the most of its free publicity - by launching a new advertising campaign.
Werne-based firm Böcker this week published a social media post featuring the now famous image of its furniture ladder extending up to a balcony outside the Gallery of Apollo.
When you need to move fast, reads a banner under the image. The Böcker Agilo transports your treasures weighing up to 400kg at 42m/min - quiet as a whisper.
Video has emerged of the alleged thieves escaping on the mechanical ladder after stealing €88m worth (£76m; $102m) of France's crown jewels on Sunday.
Speaking to the AFP news agency on Wednesday, the company's managing director, Alexander Böcker, said when it became clear no one was injured in the heist they used a touch of humour to draw attention to the family-run business.
The crime is, of course, absolutely reprehensible, that's completely clear to us, Mr Böcker said.
It was... an opportunity for us to use the most famous and most visited museum in the world to get a little attention for our company.
Reaction to Böcker's new campaign have been enthusiastic, with responses on social media including marketing genius and excellent, that is German quality. One commenter quipped, Your messaging takes the crown.
The alleged jewel thieves had arranged to have the machine demonstrated to them last week and had stolen it during the demonstration.
The Louvre reopened on Wednesday, a few days after what has been called France's most shocking theft. The museum's director admitted that the Louvre failed to spot the gang early enough to stop the theft. Interior Minister Laurent Nuñez expressed confidence that the thieves would be caught and that prosecutions were underway.
