Italians spend 3x longer during mealtimes. Sanpellegrino wanted Americans to slow down just as the Italians do during the holiday season.

Holiday on Italian Time is a campaign in which self-proclaimed documentarian Diane Morgan explains a completely made-up phenomenon,

where time stops making sense during the holidays.

But like any serious study, we realized we needed an expert.

And staged an authentic first-time meeting between Stanley Tucci and Diane Morgan.

No rehearsals and script.

Just something totally unexpected.

But wait, there was more! We took over our social media channels.