Robert Pattinson impresses audiences in three roles at once

Taste is one of the most subjective and, incidentally, controversial topics of our time. This is precisely what gave rise to 1664’s global research*, which points to a fundamental contradiction: while the majority of people believe they have good taste, in reality everyone has a different idea of ​​what it embodies. 1664 and Robert Pattinson present this paradox in a spectacular short film, while standing up for individuality and their own points of view.

Pattinson has long been confidently moving on the border between mainstream and avant-garde, so he was a natural choice for the campaign, which is based on self-expression. The director is Brady Corbet, who became known for works such as the Oscar-winning The Brutalist, Vox Lux or The Boyhood of a Leader. In the light-hearted story, Pattinson plays three different characters: a minimalist, modern man, an avant-garde artist and an eccentric, older “dandy”, all three of whom are sure that they are right when it comes to taste. In the apartment building, different opinions “clash” – about music, art, style – but at one point they still come to a common denominator: 1664 Blanc is undoubtedly the embodiment of good taste. The short film is set in Paris, which not only evokes the brand’s iconic French identity, but also provides a stylish backdrop for the film and reinforces the premium character of 1664.

“Working with 1664 was really refreshing because the whole project is permeated with a sophisticated sense of style and good humor. I was attracted to the idea of ​​playing characters who are completely convinced that they are right. Taste is such a personal thing – everyone thinks they have it figured out, so the most fun part of the film is how that certainty is overturned and shows how subjective it really is,” said Robert Pattinson, 1664 ambassador.

“We are very happy to have worked with Robert Pattinson on this and to have gained a more nuanced understanding of why good taste is one of the most controversial concepts in culture “For us, the question was not whether people agree, but how strongly they represent their own point of view. 1664 does not want to tell you what good taste is, but rather celebrates when someone stands up for it confidently. Good taste does not require agreement, it only requires conviction,” added Seva Nikolaev, Global Vice President, Premium Brands at Carlsberg.

The international research called “A Question of Good Taste” , which served as the basis for the film, reveals a lot of interesting data: 83% of respondents believe they have good taste, 87% say that good taste is self-expression, but only 31% agree on what good taste actually is. It also reveals that online debates and “cancel culture” are making many people hesitant to speak out, even though 77% of respondents believe that open and honest communication would benefit society.

The film and the research findings were presented in London at an exclusive event attended by representatives of the creative community from the international fashion, art, design and cultural sectors.

*The 1664 Global research is based on 16 in-depth interviews and a large-scale questionnaire survey conducted in 7 markets (Canada, Germany, Denmark, Vietnam, China, Ukraine and the United Kingdom).