S.Pellegrino, Ogilvy Respond to Holiday Chaos With Diane Morgan in ‘Italian Time’

Holiday ads often urge us to do more. S.Pellegrino’s latest campaign tells us to do less, but with intention.

Developed with Ogilvy, "Italian Time" sees British comedian Diane Morgan revisit her investigative alter ego to decode a cultural mystery: why Italians spend so much time at the table.

Acting as a deadpan cultural translator, Morgan walks viewers through a humorous “equation.”

She then measures how family size, leftovers, and conversation length combine to make time seem to stop during a meal.

Alice Teruzzi and Francesca Ferracini, group creative directors at Ogilvy, said the idea was inspired by Italy’s "culture around the table and the joy of spending time together.” 

“Italians spend three times longer at the table than any other population. That’s three times the tradition, the ritual, the memories.

This holiday season, we wanted to inspire people to embrace that same spirit — so we gave it a name: 'Italian Time,'” they added.

Overall, the campaign captures how humor can serve as a bridge between cultural insight and consumer behavior.

S.Pellegrino uses entertainment to highlight everyday rituals, a technique that’s become increasingly popular in modern brand storytelling.

Dining in the Details

In the hero spot, Morgan’s dry humor punctuates familiar holiday moments, from Friendsgiving debates to endless goodbyes.

Here, she explains the theory of "Italian Time," with holiday dinners often lasting between four hours to forever.

Morgan even has an equation for it: C for the number of cousins you have and S for the number of stories that need to be retold.

Meanwhile, L is for the amount of leftovers, and Q is "for something else I can't remember."

Though subtle, each scene strengthens S.Pellegrino’s place as a fixture at tables where time slows and laughter grows.

The series runs across YouTube, social media, Roku, and digital audio platforms.

The campaign is also proof that celebrity marketing can humanize an otherwise abstract cultural message.

Morgan’s comedic reputation brings both laughs and authority to the idea of slowing down, while her tone mirrors the brand’s easy sophistication.

Ultimately, it's all a reminder that even global icons benefit from speaking with a local voice.

S.Pellegrino has also long been synonymous with fine dining, but "Italian Time" reframes this association with witty commentary.

What We Can Learn From S.Pellegrino

S.Pellegrino offers a case study in how humor and insight can put a legacy brand back in the spotlight. 

• Anchoring comedy in authentic cultural behavior turns insight into relatability.
• Celebrity partnerships succeed when the talent’s tone naturally fits the brand’s message.
• Cultural rituals, when reinterpreted through storytelling, can strengthen emotional ties without abandoning heritage.

Other brands have found success in similar territory.

For example, Liquid Death recently teamed up with "Running Man" and actor Colman Domingo, serving as the official drink for the movie.

Aside from being just another cheeky ad, the disruptive drink brand also plays a role in building the lore of the film, which I find to be fascinating. 

Our Take: Can a Drink Brand Teach Us to Slow Down?

It's charmingly subversive how S.Pellegrino's ad tells you to stop rushing, especially during the holidays.

I like how the brand turns stillness into aspiration without being too preachy about mindfulness or productivity.

It’s funny because it's self-aware, like all the things good advertising should be.

In other news, Xfinity recently tapped actor Jeff Goldblum for a "Wicked" campaign to bring magic to the holidays while harping on the movie's upcoming release.