Are you going to be celebrating Arthur's Day this year? What?! You have never heard if it?
Well, it it basically St Patrick's Day MkII. Created by Guinness in 2009 to honour its founder Arthur Guinness, Arthur's Day is on September 27th and seems to be just another holiday in the name of getting wasted on Guinness - not that we need an excuse.
The latest ad begins more like a protest against oil pollution than a brand celebration, as we see the whole town come together to paint every surface with a thick, black substance. But then all is revealed, as they start partying with a pint of the black stuff.
A girl smudges it across her face, a man paints his horse with it, a group of boys kick a dripping football against a wall, while another guy pulls a string of bunting from a paddling pool of black goo.
If it weren't for the festive cheer, it would all seem very unappealing.
The ad has racked up 82,209 views and 3,003 shares in the week since its launch.