The ad, which is part of the brand’s wider Arthur’s Day music event – the annual celebration of its founder Arthur Guinness – premieres on television in Ireland on August 19 and debuts in Singapore August 25, the Caribbean August 27 and in Great Britain September 6.
To watch the ad click here.
Created by advertising agency Saatchi & Saatchi and director Daniel Wolfe, Paint The Town Black is a play on the phrase: paint the town red – defined by the Oxford Dictionary as to “go out and enjoy oneself flamboyantly”.
Diageo described the advert as portraying a “sleepy village” preparing for an “extraordinary celebration, as people come together and begin to paint everything with a black distinctive liquid, before raising a pint to Arthur Guinness”.
The ad was filmed in Transylvania, Romania.
Kate Stanners, creative partner at 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.”
Guinness senior brand manager Chris Wooff said: “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.”
The brand’s Aurthur’s Day event will be take place in 55 countries on Thursday September 27.
Diageo did not disclose the investment into the advert or campaign.