In order to celebrate Arthur’s Day, a series of music events in honor of the famous Irish brewer Arthur Guinness, the brand that keeps his spirit alive has unveiled a new ad entitled “Pain The Town Black”, created by Saatchi & Saatchi and director Daniel Wolfe. The ad features a typical town somewhere in the Balkans where its residents make the necessary preparations for Arthur’s Day by painting everything in black – from houses to cars and even horses. Sounds completely ridiculous, right? See for yourself:

Featuring representative Balkan brass rhythms as the soundtrack, Guinness wanted to bring to life the atmosphere that slowly builds up during the day, having a culminating point during the night.

“To paint the town is all about celebration. Instead of red, we painted it black in celebration of the black stuff and Arthur Guinness, the man behind the pint. We wanted to depict a tradition that has been going on for years, one where the whole town, gets together. We wanted to elicit the response of “I want to be there’, and I think we have done that,” says Kate Stanners, Creative Partner at Saatchi & Saatchi.

Taking place since 2009, Arthur’s Day in its fourth year will be embraced from 55 different countries around the world, making it one of the largest beer-sponsored events in the world.

“We wanted to create an advert that brought to life the remarkable spirit of Arthur’s Day and encouraged people from around the world to be a part of the annual celebrations by raising a toast to the man behind our iconic pint, Arthur Guinness,” says Chris Wooff, Guinness’ Senior Brand Manager.

Fans of the beer will have the opportunity to enjoy huge international acts in small pubs and intimate venues, but also big events featuring the likes of Tinie Tempah, Texas, Ellie Goulding, Example, Mika, Professor Green, Fatboy Slim and Amy Macdonald, with further names yet to be added to the global line-up.

Honestly, I find this ad a highly unlikely scenario, but a point has been made – everybody everywhere celebrates Arthur. But if it’s everybody everywhere, I would prefer seeing a more exotic and more eccentric version of the ad – how about going as far as painting a whole beach in Hawaii or an entire city in Italy? Now there’s some food for thought.