Stanley Tucci, Brad Pitt and the evolution of the brand ambassador

Ads from De'Longhi and Birra Moretti this week demonstrate the art of choosing a brand ambassador in 2026.

The era of celebrity ambassadors pretending to sell products may not be over, but it’s certainly been transformed. Indeed, in their recent appearances for Birra Moretti and De'Longhi, respectively, Stanley Tucci and Brad Pitt could even be accused of not really advertising at all.

Their ambassador statuses, of course, have to be viewed, of course, in a post-George Clooney/Nespresso world, given that he’s essentially become the gold standard for older guys pushing premium product.

Clooney embodied a certain effortless sophistication, and 'effortless' certainly applies to Pitt and Tucci’s outings, albeit in different guises. 

In Birra Moretti's latest campaign, created by Lucky Generals, Stanley Tucci is introduced as the brand's newest ambassador.

Except he never actually arrives. A production crew waits patiently for the star, only to discover he is too busy enjoying a leisurely meal with friends and family to attend the shoot.

The entire joke rests on the idea that Tucci would rather be living the Birra Moretti lifestyle than advertising it, creating a sort of ironic paradox.

System1 testing awarded the campaign a 4.3-star rating, placing it among the top 10% of beer advertising for predicted long-term effectiveness. So clearly the irony wasn’t lost on many.

Meanwhile, De'Longhi's new global campaign, created by LOLA MullenLowe and directed by Spike Jonze through MJZ, sees Brad Pitt navigating domestic life while being relentlessly judged by 16 canine roommates.

The campaign promotes the new Magnifica Duo coffee machine, but the machine itself feels almost incidental. What matters is Pitt's attempts to bring a bit of order into his life amid everyday chaos, and erm, talking dogs.

Pouring out vibes

Tucci is one of those ambassador choices that you instantly get before he’s uttered a word.

The guy has spent years transforming himself from respected actor into a modern symbol of good living, and he’s blessed with a persona that radiates warmth.

His popular efforts, including cocktail videos, cookbooks and culinary content, mean he has become shorthand for enjoying life properly.

Pitt plays a similar role. His long-standing association with luxury design, architecture, art and understated taste (he appeared in a Jeff Buckley documentary, for example) lends him an air of refinement, albeit in a less overstated way than Clooney.

What I found noteworthy was how Pitt, even at 62, carries the look and body language of a 20 year old surf bum. 

Yeah, I get it, he's not a regular guy, but perhaps this points to a reangling of how (and it even feels odd to write this) 'the older generation' are being perceived and marketed to. 

Drink companies continue to place a particular emphasis on 'who' should be pictured sipping their hallowed brand asset. Your choice of beverage still says a lot about you, apparently, even in 2026.