TIM describes itself as follows: strong roots, forward-looking services. The same strength as always. All this is captured in the new communication campaign, linking the past and the present: from Telco to an integrating platform of services and solutions operating in an environment that now includes not only connections, but also entertainment, energy and insurance.
And so, thirty years after winning the hearts of all Italians with the commercial ‘Una telefonata allunga la vita’ (A phone call keeps life going) starring Massimo Lopez, TIM is relaunching a new episode on the small screen in which the world has completely changed and is entirely connected.
For this campaign, the Group has chosen a completely new narrative approach: first, it appeals to collective memory by re-proposing the original, and, since yesterday, the new commercial by director Paolo Genovese has been on air. Past and present are thus linked to talk about connections, services, and relationships in the contemporary world. It is a story that does not celebrate memory, but transforms it into vision, showing how TIM has grown alongside the country, expanding its role beyond telephony over time.
Thirty years after the “A phone call keeps life going” campaign, the fort returns as a symbolic place, not to look back, but to recount a present made up of technology, artificial intelligence, and new models of relationships. A continuity of values and vision that accompanies today's Italy and paves the way for what is to come.
“A phone call keeps life going” is a claim that marked an era. It described an Italy that was beginning to connect and a company that was building infrastructure. Today, we are not celebrating nostalgia. We are describing a transformation. TIM has changed with Italy and will continue to do so. We have moved from a world where connection was only voice to an ecosystem where connectivity is the basis on which we build value: ultra-fast connections and 5G, artificial intelligence, entertainment content, digital services ranging from energy to insurance. All integrated into a single platform. That is why we have made courageous choices, redesigned our perimeter, and accelerated innovation. Technology is the means, not the end. This is what TIM is today: a Group that combines infrastructure and services, technology, innovation, and a focus on people. The future is built with vision and determination. And we are ready to lead it”, said Pietro Labriola, TIM Group CEO.
The campaign is developed on multiple levels, both institutional and commercial, with dedicated episodes that showcase TIM’s different worlds: from the entertainment content of TimVision, the most comprehensive streaming aggregator on the Italian market, to the TIM Energia offer powered by Poste Italiane.
The 60-second and 30-second commercials are on air on major national broadcasters, including during the Sanremo Festival, and on connected TVs, accompanied by a video strategy plan on the web, social media, in cinemas, and in TIM stores.
Credits:
Direction: Paolo Genovese
Agency: HAVAS MILAN
VP Executive Creative Director International: Alasdhair Macgregor Hastie
Deputy Executive Creative Directors: Antonio Campolo, Luigi Fattore
Production company: Think Cattleya
Post-Postproduction: Artificio
Music: Gabriele Ducros, “Legionari SIP”
2026 and 1993 commercials
The fort today: a platform for connections (2026)
In the new commercial, ‘Il Fortino’ becomes the symbolic place from which TIM tells its evolution into a platform for connections and digital services. Reinterpreted in a contemporary version, it illustrates how connections continue to be the driving force behind relationships in the age of artificial intelligence.
The roots of a claim that has entered common parlance (1993)
The claim ‘A phone call keeps life going’ entered common parlance thanks to the commercial launched by SIP in 1993. Directed by Alessandro D’Alatri and starring Massimo Lopez, it left its mark on Italian culture, transforming an advertising slogan into a popular expression that celebrates the power of the telephone to bring people together.
TIM Press Office |
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timpressoffice@telecomitalia.it www.gruppotim.it
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Rome, 25 February 2026
