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Getty has launched a new short film for PST ART, the media company's very own Pacific Standard Time initiative.
Made together with BBDO LA, "The Tale of Mr. Tight Ass" tells the story of a young man struggling with, well, having a tight bottom. It ties into the event when Mr. Tight Ass discovers PST ART, finally unclenching his tight cheeks with the help of art.
Directed by Andreas Nilsson, the Tale of Mr. Tight Ass hopes to send viewers one simple message: sometimes, you just need to view a piece of art to chill out.
BBDO LA Executive Creative Director Ash Tavassoli shared his thoughts behind the campaign, expressing the challenges of finding "something breakthrough to say about a product that's been around for over 40,000 years."
"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," Tavassoli explained.
PST ART, which takes place every five to seven years, brings together 800 artists in one place where "Art & Science Collide."
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Through its hilarious short film, Getty is not only able to share the benefits of art, but also generate excitement for its highly anticipated event — a brand marketing strategy that's anything "butt" boring.
Unclench and Unwind
The two-minute short film kickstarts by introducing viewers to Mr. Tight Ass, washing his face in front of a mirror, visibly tense.
Suddenly, his butt starts to clench. "It's been like this since the day I was born," the man says.
He then embarks on several efforts to stop his behind from clenching. First, he tries out sound baths, but to no avail.
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Then, he sees a psychiatrist, who tells him his feelings are valid; no matter how small or big.
"Let's unpack that all next week," his psych says, as he watches the man's butt clench and change shape in a matter of seconds.
After his therapist ditches him, Mr. Tight Ass gives shock therapy a shot, trying everything to "put my behind behind me." Still, it doesn't work.
He then picks up a PSA ART pamphlet detailing how the event can help people loosen up.
So, he attends the event only to see a group of people with dancing buttocks — all unclenched and happily shaking.
A lady then approaches Mr. Tight Ass, who asks him how he feels about a work of art, even if he doesn't get it.
"Science says art can chill you out. Feel what else art can do for you," the screen reads, as the spot ends.
Recently, AMV BBDO and Currys launched a hilarious new spot in an effort to convert "die-hard online shoppers."
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