A cinematic ad in Paris where Robert Pattinson plays three distinct roles to spotlight 1664’s playful take on good taste
The collaboration between Robert Pattinson and director Brady Corbet has moved beyond feature films and into the world of brand storytelling. On 1 April 2026 a new short film launched as the cornerstone of 1664’s global platform called Unquestionably Good Taste, using a Parisian backdrop to frame a debate about aesthetics, preference and cultural signalling. Shot by longtime Corbet collaborator Lol Crawley and produced through Magna, the film blends cinematic craft with advertising reach to position 1664 Blanc at the center of a conversation about style.
The short pairs polished production values with a tongue-in-cheek script and sees Robert Pattinson inhabit three very different personas: a streamlined modern minimalist, an experimental avant-garde artist and an eccentric older dandy. Each insists they represent the apex of fashion and refinement, and their interactions escalate into a series of comedic confrontations that point back to the campaign’s claim that 1664 is, in fact, unquestionably good taste. The project also rolled out supporting campaign elements and a research paper to contextualize the idea.
At its core, the film stages a face-off between conflicting definitions of refinement. By casting a single actor in three roles, director Brady Corbet highlights how consistently held convictions about taste can collide and unravel. The short uses Paris — the brand’s cultural touchstone — to amplify conversations about elegance and opinion. Cinematographer Lol Crawley contributes a carefully calibrated visual palette that underscores each character’s worldview, while the narrative pivots from satire to sincerity as the characters’ certainties fall away and the brand tagline is revealed.
The film was made through Magna and draws on a team that balances editorial instincts and marketing infrastructure. Winning creative agencies and partners include Fold7 on the integrated campaign, Live & Breathe for retail executions, Full Fat for the narrative research initiative and We Are Social for the social program. The campaign spans TV, digital, social and OOH placements, creating a broad ecosystem that extends the short’s ideas into immersive brand experiences. Executed with cinematic ambition, the project aims to make commercial messaging feel like a short form film rather than a conventional ad.
Speaking about the shoot, Robert Pattinson framed the work as an opportunity to play with certainty and persona. He described enjoying roles that are unapologetically convinced of their own taste, which made the unraveling of those certainties a key part of the film’s appeal. Pattinson also expressed personal loyalty to 1664 Blanc, noting his consistent preference for the beer, and reflected on cultural differences in how taste is debated — particularly how discussions about style feel more central in France than in England. His comments were used to humanize the campaign and anchor it in a recognisable public voice.
The commercial is supported by a global study titled A Question of Good Taste, which combines qualitative interviews and quantitative surveys across seven markets — Canada, Germany, Denmark, Vietnam, China, Ukraine and the UK — to examine perceptions about aesthetics. The research highlights a noteworthy gap: while a large percentage of people believe they personally have good taste, far fewer agree on a universal definition of it. These findings underpin the campaign’s premise that taste is a personal, culturally inflected concept and justify the platform approach of inviting debate rather than producing prescribing rules.
Beyond the immediate visibility that comes with a star-led ad, the project signals a strategic positioning for 1664 as a premium French brand that embraces cultural conversation. By pairing a cinematic director like Brady Corbet with an internationally recognised actor such as Robert Pattinson, the campaign blurs the line between branded content and short film. It leverages humor and high production values to open up discussion rather than dictate taste, and it uses real-world data to give the creative idea a grounded, defensible claim. In doing so, the campaign attempts to make buying a beer feel like choosing a point of view.