TBWAChiatDay's campaign for Pacific Standard Time Art in L.A. exhibit, which celebrates the art scene in Los Angeles from 1945 to 1980, continues with its pairings of great artists with pop culture icons.
This time, it's comedy actor Jason Schwartzman, who, after being overheard admitting his dislike of museums, is followed around by the face and voice of conceptual artist John Baldessari. The two then engage in a long dialogue about art and how to mature into becoming more appreciative of it.
According to TBWA L.A. ECD Patrick O'Neill, the agency approached Schwartzman and Baldessari with the broad concept of the spot, and then let the actor and artist run with it. "When you think about it, Baldessari is famously known for being a thought provoker and supporter of art and how you experience it. So he was a perfect choice to get a broader audience interested in Pacific Standard Time," said O'Neill.
The PSA is aimed at getting people into the exhibit -- even if they, like Schwartzman, aren't art fans. "Schwartzman's comedic take on Baldessari invites everyone to explore PST," said O'Neill.
Previously, Red Hot Chili Peppers frontman Anthony Kiedis was paired up with artist Ed Ruscha. More films will be unveiled over the next little while, starring Ice Cube and Charles Earnes. The campaign also includes a website and print ads.