• by Teresa Buyikian , 6 hours ago

French beer maker 1664 has  landed firmly on team Edward for its new global ad effort that explores what defines “good taste.”

The global online campaign features the “Twilight” trilogies’ actor Robert Pattinson, playing three distinctly different roles: a “modern minimalist character,” an “avant-garde artist” and an eccentric older “dandy.” All three live near one another in the same Parisian neighborhood.

The campaign was inspired by 1664's research paper that surveyed consumers across Asia, Europe and North America on their definition of  good taste. The report found that “while people feel strongly about their own taste, there is little agreement on what good taste actually means, highlighting a growing cultural tension around identity and self-expression.”

“1664 isn't here to define taste, but to celebrate the confidence to stand by it. Good taste doesn't need consensus -- it demands conviction,” ays Seva Nikolaev, global vice president for premium brands at Carlsberg, in a release.

A :30 spot, seen here, was helmed by filmmaker Brady Corbet, who directed the Oscar-winning film “The Brutalist,” and features all three characters played by Pattison. Each is “utterly convinced they represent the pinnacle of good taste.” The three neighbors’ opinions clash on music, art and aesthetics, but they all have one thing in common: their love of 1664.

1664's research paper revealed that only 31% agreed on what good taste actually means. Many respondents felt that “expressing their views can be risky, despite 77% believing society would be better if people were open and honest about what they think.”