Diane Morgan Breaks Down the Joy of ‘Italian Time’ with S.Pellegrino

Forget the holiday rush, this season, S. Pellegrino has embraced what Italians already know: the more time you spend at the table, the better life gets. A phenomenon they explore in the latest campaign, Italian Time.

Created with Ogilvy, the campaign takes a hilariously refreshing approach to the holidays, thanks to Diane Morgan, who steps back into her familiar investigative shoes. As a witty cultural translator, she explains the Italian tradition of stretching mealtimes to savour every moment with a comical equation of the number of cousins you have, leftovers offered, and a myriad of other factors that make time stop with loved ones. 

Through relatable moments like Friendsgiving debates and those never-ending goodbyes, Italian Time comes to life across social, YouTube, META, Roku, and audio/digital platforms.

“One of the most inspiring things about Italy is its culture around the table and the importance of spending time together—and this campaign was born from a clear insight: Italians spend three times longer at the table than any other population. That’s three times the tradition, the ritual, the memories. It’s also three times the S.Pellegrino to get you through such a meal. This holiday season, we wanted to inspire people to embrace that same spirit, but first we had to introduce it to the wider world. So, we gave it a name: Italian Time. And like every phenomenon, it needed a trusted voice to explain it. That’s why we tapped into the queen of mockumentaries, British comic Diane Morgan. With her signature deadpan tone, she became the perfect narrator to observe and explain this uniquely Italian experience,” said Alice Teruzzi and Francesca Ferracini, group creative directors, Ogilvy.