To promote Arthur's Day 2012, Guinness today launched a new global TV ad. The new creative entitled ‘Paint The Town Black’ made its global TV premiere in Ireland today during the half-time break of the All-Ireland Hurling Championship Semi-Final on RTÉ Two.
Paint The Town Black, created by Saatchi & Saatchi and directed by Daniel Wolfe, is set around a sleepy little village as it prepares for an extraordinary celebration. The ad follows the towns people as they come together and begin to paint everything with a black distinctive liquid, before raising a pint to Arthur Guinness.
Guinness Marketing Manager, Stuart Kinch 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.”
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.”
The ad was shot in and around the Transylvania area of Romania over a period of 4 days, using more than 350 local people and 2,000 kilos of a specially made black liquid consisting of alimentar glucose mixed with water and black glucose
The ATL campaign will also include digital, outdoor and print executions of the creative theme, 'Paint The Town Black'.
For more information on Arthur’s Day please visit the Guinness Ireland Facebook page or Guinness Ireland website.
Title: Asfalt Tango
Artist: Fanfare Ciocarlia
Composed and arranged by Adrian Sical
Published by Piranha Musik / Administered in the UK & Ireland by Carthage Music Ltd
From the album "Baro Biao" (Piranha Musik – CDPIR1364)
Advertising Agency: Saatchi & Saatchi
Executive Creative Director: Kate Stanners, Paul Silburn
Copywriter: Gavin Torrance
Art Director: Danny Hunt
Director: Daniel Wolfe