September 27th is Arthur’s Day, created in 2009. It’s a celebration for Arthur Guinness, (yes, father of that black drink).

Saatchi & Saatchi London are helping to make its 4th huge, with a global commercial, Paint the Town Black, that encourages people from every corner of the world to be part of the event.

The event takes place in 55 different countries. So far, Tinie Tempah, Fatboy Slim and Texas are lined up to play in secret locations across the U.K. Other acts include Example, Ellie Goulding, Mika, Professor Green and Amy Macdonald, with more to be announced.

There are no tickets on sale for the Guinness-sponsored, as all 500 music venues will be free.

Saatchi’s cinematic spot will be aired in the lead up to September 27th to promote the event. The film shows people from a sleepy village, covering their town with a black substance.That they are preparing for a big celebration is underscored by a carnivale-style soundtrack.

The film appears on the Guinness Facebook page and its global broadcast debut was on Sunday, August 19th - appropriately, in Ireland.

Saatchi & Saatchi executive creative directors are Kate Stanners and Paul Silburn. Copywriter is Gavin Torrance and art director, Danny Hunt. Director is Daniel Wolfe for production company, Somesuch & Co.