In the below spot, titled Pacific Standard Time: Jason Schwartzman Celebrates John Baldessari, the Bored to Death star is followed by a huge image of white-bearded conceptual artist John Baldessari, who talks to him from walls. The artist appears after Schwartzman is heard saying to a friend: “Wanna go check out the museum? Are you kidding me? Have a good night. I don’t like art?”

Helmed by director Jesse Dylan (Kicking & Screaming, American Wedding), the almost-five-minute PSA, starring actor Jason Schwartzman, shot at the Los Angeles County Museum of Art, promotes the sprawling new arts initiative Pacific Standard Time. The Getty Trust-funded program showcases the work of Southern California artists and designers between 1945 and 1980, giving context to how L.A. has become the major art capital it is today.