Can the black colour be festive? Of course, if the celebration involves Guinness, the legendary dark beer. The iconic beer brand is getting ready for the one of the biggest dates in its history, Arthur’s Day (September 27), dedicated to the brand’s founder Arthur Guinness. The new global ad, which was created by Saatchi & Saatchi, shows a small village, which is preparing for the celebrations—people are painting everything black.

The new commercial, which launched in Ireland, the home-country of the brand, on August 19 and will roll out in 55 countries across the globe over the next three weeks, features dozens of people who are turning their homes and all their belongings—including pianos, cars, horses, hats, etc.—as well as themselves black. In the end, the people are getting together and having great fun at the mass party, drinking the black Guinness and dancing around the fire. Audience is invited to join the movement and “Paint the town black” to celebrate Arthur Guinness on September 27. “The new global advert brings to life the remarkable spirit of Arthur’s Day and encourages people from around the world to be a part of the annual celebrations by raising a toast to the man behind the iconic pint, Arthur Guinness,” says the description to the spot.

The brand has been celebrating Arthur’s Day on the global scale since 2009, when the brand launched an international campaign dedicated to the brand’s 250th anniversary. This year’s program to celebrate Arthur’s Day will include performances by Texas, Mika, Professor Green and Fatboy Slim to name but a few. The global music celebrations will run for two days, September 27 and 28, “with live music to celebrate Arthur’s legacy,” says the brand on its official website. Guinness asks to check local Facebook pages to find out what will be happening on the local markets.