Cheech Marin, of "Cheech and Chong" fame, is the star of this year's video campaign for Pacific Standard Time, Los Angeles arts initiative backed by the J. Paul Getty Museum which this year is highlighting Latin American and Latino art.
A series of films by TBWA/Chiat/Day see Marin contemplating items from his collection of Chicano art, by artists who are present in PST: LA/LA exhibitions. Titled "Lost in Art," each film sees Marin act out, in surreal and often hilarious ways, a different aspect of what you'll find in the art exhibit: like harmony (seen here), affirmation, reflection, eternal love, awareness and dialogue. The result is a fun blend of the serious and ridiculous that highlights the art while busting our guts.
Directed by Clay Weiner via Biscuit Filmworks, the videos are accompanied by an OOH campaign across Southern California, with copy featuring 52 intriguing descriptions of various pieces of art included in the exhibits, to spark interest. For example: "There will be a nose ring full of spiders. There will be art."