The La Brea Tar Pits, which is one of those requisite field trip destinations if you grow up as a kid in L.A., has tapped its fanbase of famous people, including funny man Will Ferrell, for its new campaign, #HowDoYouMuseum.
Ferrell, for example, stars as Dr. Himself in a series of funny YouTube videos where he promotes the fabulousness of the institution while fending off wildlife such as a saber-tooth big cat and inquisitive chidren.
In true Will Ferrell style, he doesn't exactly live up to the stature of his white coat when he explains the difference between the Tar Pits and sister establishment The Natural HIstory Museum, stumbles over explaining a woolly mammoth's size and age and blabs his way around important questions like how a ground sloth protected itself way back when.
Created out of Imaginary Forces, the campaign also features or will feature artists such as Gary Baseman, Mark Bradford and Catherine Opie, science journalist Cara Santa Maria, Rodarte founders Laura and Kate Mulleavy, KCRW DJ Anthony Valdez and writer D.J. Waldie.
The L.A. Times reported that the celebrity talent involved were recruited "organically" for the campaign, each of them having had some sort of personal connection to the museum. For example, La Brea Tar Pits' VP-Marketing Communications Cynthia Wornham told the Times she had been sitting next to Ferrell at a museum dinner, and he told her about how he loved coming to the museum as a kid.