In the latest ad from Guinness, drinkers are exhorted to knock back a big Guinness pint glass. Only it doesn't contain the black stuff -- its contents are "Guinness Clear"--what seems like a remarkably distinctive color-free brew, but it's actually just water.

Timed to coincide with Europe's Six Nations rugby tournament (yes, there are other ball games going on outside the U.S.), the Diageo brand is launching a responsible drinking ad to encourage moderation.

Directed by MJZ's Tom Kuntz, known for his Old Spice ads, the spot, by AMV BBDO, satirizes the cliches of beer advertising, with good old H20 splashing into a beer glass from a tap and drinkers enjoying the taste of water. Meanwhile a master brewer-type holds up the liquid "made to a time-honored recipe." It ends with the voiceover telling you to "make it a night you'll remember."

The ad launches Feb.1, and will be accompanied by a social media campaign using the hashtag #GuinnessClear along with a heavy presence at rugby stadiums, including branded water fonts and sampling teams giving water to fans.

Mark Sandys, Global Head of Beer, Baileys and Smirnoff at Diageo, says in a statement: “We think the light-hearted approach delivered through Guinness Six Nations will drive conversation and put responsible drinking to front of mind throughout the Guinness Six Nations and beyond. We want to make sure that ordering water, no matter the context, is an active and positive choice by the millions of fans who will be watching and attending the Guinness Six Nations over the next six weeks.”