It appears that being the Caped Crusader and a sparkling vampire wasn’t quite enough for Robert Pattinson’s résumé. The actor has just launched a new global campaign with French beer brand 1664, titled “Unquestionably Good Taste,” in which he plays not one, but three (and arguably four) different versions of himself.
The campaign, directed by Brady Corbet (The Brutalist), features a cinematic short film set in a Haussmannian apartment building in Paris. In a display of range that would make a theater student weep, Pattinson portrays a modern minimalist, an avant-garde artist, and an eccentric older dandy. The three neighbors bicker over art, music, and interior design—each utterly convinced they are the sole arbiter of “good taste”—before eventually agreeing that their only common ground is the blue bottle of 1664 Blanc sitting on the table. (A fourth, “vampiric” version of Pattinson also makes a fleeting, self-aware cameo, because some shadows are hard to shake).
This high-production, actor-heavy approach highlights the growing divide in beverage marketing. While the “little guys” in the craft world are forced to get creative with tight budgets—as seen in Brewlander’s prompt-only ad campaign, where they ditched cameras entirely for AI because filming is “so last decade”—the big players are still leaning into the classic power of celebrity. 1664 is betting that while a GPU can generate a beer, it can’t quite replicate the charm of an A-list movie star playing dress-up in a very expensive French flat.
The creative direction for 1664 stems from a global white paper commissioned by the brand, which revealed a delightful bit of human irony: while 83% of people believe they have excellent taste, only 31% can actually agree on what that means.
Rather than trying to settle the debate, 1664 seems content to let Pattinson argue with himself for a minute of airtime. For his part, Pattinson seems to have found a rare brand partnership that doesn’t feel like a hostage situation. “What really drew me to 1664 was the refreshing, strong sense of style and humor,” the actor said in a statement. “Taste is such a personal thing… the fun of the film is watching that certainty unravel.”
It’s a polished, self-deprecating pivot for the brand as it leans further into the “premium lifestyle” space, trading the usual beer-ad tropes of sports and shouting for Parisian aesthetics and high-concept identity crises. If we have to watch a movie star tell us
