Guinness is preparing the world for the 2012 celebration of Arthur’s Day on September 27 with a global television commercial, “Paint the Town Black”. A country village is transformed with black liquid as its inhabitants prepare to share a toast to Arthur. The ad itself is inspired by the spirit of Arthur’s Day, an annual music event held each year since 2009 celebrating the founder of GUINNESS, Arthur Guinness, a man made of more.
Click on the image below to play the Paint the Town Black video in YouTube (HD)
Kate Stanners, Creative Partner, Saatchi & Saatchi said: “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.”
Refusing to settle for the ordinary, Arthur’s Day has seen Guinness fans all over the world enjoy huge international acts in small pubs and intimate venues. In contrast it has also hosted remarkable concerts, which have provided tens of thousands of Guinness fans with the opportunity to see their favourite bands live on stage. This year there will be performances from the likes of Tinie Tempah, Texas, Ellie Goulding, Example, Mika, Professor Green, Fatboy Slim and Amy Macdonald. GUINNESS will be making further exciting announcements in the coming weeks of additional international artists added to the global line-up.
The Paint the Town Black ad was developed at Saatchi & Saatchi London by executive creative directors Kate Stanners and Paul Silburn, copywriter Gavin Torrance, art director Danny Hunt, planner Charlie Finnigan, producer Rebecca Williams.