Arthur's Day, quoting Wikipedia, "refers to a series of music events which were first organised in 2009 to celebrate the 250th anniversary of the Guinness brewing company by its owner Diageo plc." Profits from the events go to the Arthur Guinness Fund. The event has been endorsed over the years by a number of high-profile international names and Guy Ritchie.
Here's the new TV spot, where the community of rural town (which feels south American, although the ad was shot in Transylvania) paint every available surface black in advance of a right royal knees-up.
It has split the audience on YouTube - some really like it, and others are not so keen. A bit like Guinness itself. Thankfully the agency didn't resort to cliché and use a certain Rolling Stones number, although we admit that we couldn't help thinking of Johnny Nice Painter.
Continuing the pattern of big-name musicians taking place in worldwide events, Diageo and Saatchi have announced that this year's roster includes Tinie Tempah, Texas (are they still going?), Ellie Goulding, Example, Mika (is he still going?) and professional octopus inhabitant Fatboy Slim.
If you're thinking that all that black paint / tar is going to be a nightmare to get off, then it's actually a "black liquid" especially made for the ad. That said, Reckitt Benckiser's agency must surely be working on a tactical response ad as we write this...