Kronenbourg 1664 is releasing a global campaign to highlight the beer’s French roots. The ad was created by Sid Lee Paris and will launch in Canada before being rolled out across other countries. It shows groups of people speaking French and subtitles that read "blah-blah". The idea is that you don’t have to be French to enjoy French-ness. The spot was written by Céline and Clément Mornet-Landa, and art directed by Daniel Abensour and Hampus Jageland. It was directed by Julien Rocher through Wanda Paris.