‘Robert Pattinson for Dior’ meme emerges from an old ad

Nothing online ever truly goes away, especially if it prompts Twitter users to be horny on main.

A 2014 Robert Pattinson commercial for Dior, which features the movie star and model Camille Rowe in an erotic elevator tryst, reappeared this week.

We would like to say this came out of nowhere, but in reality, this steamy viral moment makes perfect sense. Pattinson is playing against his hunky type in Robert Eggers’ The Lighthouse. In the film, he and Willam Defoe play crusty seamen tasked with overseeing a lighthouse. Though Pattinson gets frisky with a mermaid in the film, it isn’t exactly sexy. In fact, at times the heartthrob looks downright gross, complete with an emaciated body and mangled teeth.

Pattison stans online decided they would like to remember him not as a drunken bearded sailor crapping in a chamber pot, but as something sexy and dangerous.

In the commercial, a spontaneous make-out session—that may be real or imagined—gets a little violent, as Pattinson appears to lightly choke his scene partner.

To say that Twitter was here for it would be an understatement.

The phrase “Robert Pattinson for Dior” turned into a meme caption for photos and videos in which one person chokes the other.

This isn’t to say that the original commercial wasn’t getting viewers hot and bothered half a decade ago. In the month after its 2014 release, the video “gained over 137,900 views and 1,500 likes in a month,” according to Know Your Meme. The sleuths at KYM attribute the resurgence of the commercial to a Twitter account called @robertarchives, which posted the video on Oct. 14 and garnered over 135,000 likes as of Friday.

Clearly, Pattin-stans thank them for their service.
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Brenden Gallagher

Brenden Gallagher

Brenden Gallagher is a politics reporter and cultural commentator. His work has been published by Motherboard, Complex, and VH1. He’s the co-founder of Beer Money Films, an indie production company. Based in Los Angeles, he works in television drama as a writers assistant.