Getty Tells the Tale of Mr. Tight Ass for PST ART Event

PST ART is America’s largest and most thrilling art event, spearheaded by Getty. It takes place every five to seven years and the 2024 edition will unite over 800 artists at more than 70 Southern Californian art institutions around one electrifying theme: Art & Science Collide.  

Getty came to BBDO with a vision to engage younger and more diverse audiences, and to invite the world to see that PST ART truly is a cultural event for everyone. BBDO decided to zoom out and deliver a breakthrough message that both art and science can agree upon: art is really damn good for your mental and physical health (see section below for the facts).

The campaign launches with a short film directed by renowned director and art enthusiast Andreas Nilsson appropriately named, The Tale of Mr. Tight Ass. The film follows the journey of a young SoCal man battling with what is visibly the world’s tightest ass. He tries everything LA has to offer to chill out including sound baths, therapy, shock therapy, but nothing helps. Only when he discovers PST ART and the benefits to Take Time Art does it free him from his 'miserable little cheeks.' Featuring the work of PST ART Participants Refik Anadol and Liam Young, the film reminds a new generation that sometimes you just need a little art to chill the heck out.

Every other piece of the integrated campaign across online video, out-of-home and digital placements, audio, print, and social activations brings to light an unexpected health benefit of art. BBDO and Getty challenges he audience to think about the power of art with provocative, science-backed questions about what art can do – can art chill you out? Can it work like gummies? Can it help your hairline? Can it bond us? Can it give you game? 

Ash Tavassoli, ECD at BBDO LA, said, “Trying to find something breakthrough to say about a product that’s been around for over 40,000 years comes with its challenges. The moment BBDO and Getty started asking, “what can art do for you?” that's when the work got interesting. Even bigger, the science actually backed all of our audacious claims. From being better on dates to helping you chill out; a little art can go a long way. Just ask Mr. Tight Ass.”

The short-form online videos each feature a different way art can benefit us mentally, physically, or emotionally. Then BBDO made a short film about a unique character who needs the benefits of art even more than most: The World’s Tightest Ass. Here we meet a guy who was born clenched and longs to put his behind…behind him. Watch him as he tries everything to find relief. Then, finally, after stumbling upon an ad for PST ART, he visits a museum where glutes are loose, and visitors are inspired thanks to the incredible power of art.

Every execution works together to inspire new audiences to re-frame their idea of art and how its physical and mental health benefits can impact every part of us. Including the buttocks.