This holiday season, S.Pellegrino and Ogilvy are asking the world to forget the holiday rush and embrace what Italians have known for centuries: the more time you spend at the table, the better life gets.
The new global campaign, “Italian Time,” explores this beloved national ritual through a witty mockumentary-style film starring Diane Morgan (After Life, Cunk on Earth). Reprising her role as an inquisitive cultural translator, Morgan hilariously decodes the secret to Italian dining — an equation that measures joy through the number of cousins present, leftover portions offered, and the endless goodbyes that make time stretch deliciously long.
The hero film, Holiday on Italian Time | Italian Time Explained, celebrates the beauty of slowing down — from Friendsgiving debates and family mealtime rituals to those famously never-ending Italian goodbyes.
Shot with an eye for authenticity and humor, the campaign balances luxury with levity, showing that S.Pellegrino isn’t just sparkling water — it’s a symbol of shared moments and timeless connection. Watch below:
“One of the most inspiring things about Italy is its culture around the table and the importance of spending time together,” said Alice Teruzzi and Francesca Ferracini, Group Creative Directors at Ogilvy. “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 — and three times the S.Pellegrino to get you through it. We wanted to introduce that spirit to the wider world, so we gave it a name: Italian Time. And who better to explain it than Diane Morgan, the queen of mockumentaries, with her perfect deadpan wit?”
The campaign rolls out across social media, YouTube, META, Roku, and audio/digital platforms, encouraging audiences everywhere to savor their meals, and each other, just a little longer this season.
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