Guinness has unveiled a global ad to mark Arthur’s Day, a celebration of the brand’s founder.

The new ad, entitled Paint The Town Black, is being previewed on the Guinness Facebook page and Youtube, and will have its global TV premiere in Ireland on Sunday 19 August. Now in its fourth year, Arthur’s Day is a global music event that will span 55 countries this year.

The ad was filmed over four days in the Transylvania area of Romania, with the producers using 350 local people and 2,000kg of a specially made black liquid to literally paint a sleepy village black.

“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,” said Guinness senior brand manager Chris Wooff.

Artists including Tinie Tempah, Texas, Ellie Goulding, Example, Mika, Professor Green, Fatboy Slim will be taking part in Arthur’s Day events, to be held on 27 September.