Ahead of St. Patrick’s Day (March 17), Guinness has released a series of tongue-in-cheek adverts, encapsulating the theme of sharing happiness and joy as part of the campaign, which is running under the straplines ‘Share a Smile, it’s St Patrick’s Day’ and ‘17th March, the Friendliest Day of the Year.’ The saint is widely known as the patron of Ireland, and Guinness, which is associated with this country like no other brand, celebrates the event annually for over 15 years with a bunch of activities and new products (for 2011, for example, it released a new special sauce produced in partnership with Heinz).

The new commercials, which were launched on YouTube on March 4, are teaching men on how to smile, hug a man and have a nice conversation with a stranger (so far, there are only three spots, but since they are numbered 412, 210 and 61, there are more episodes in stock). The hilarious videos feature two men—one of them is harsh guy and the other is a puny little fellow—who are trying to share their best feelings in a pub. The new series of spots from Guinness have some similar features with another ‘teaching video’ pack by Carlsberg, which explained young male adults how to behave to attract opposite sex.

On its GB website, the brand is also encouraging people to visit Guinness Britain Facebook page on March 17 for a chance to receive a free pint of black stout for a mate—to get it, fans will have to tell what they should do to make this day the friendliest St. Patrick’s Day ever. Recently, the brand also launched a FB page for its widely known museum, Guinness Storehouse in Dublin, which tells about the history of the iconic beer and unveils some secrets on how it is made. Guinness will set party celebrations in the museum (read the schedule here) and send out the St. Patrick Day’s party kits featuring iconic black, white & green hats and props, flags and colourful bunting to thousands of pubs across the UK.