noitulovE (" Evolution" backwards) is a British television and cinema advertisement launched by Diageo in 2005 to promote Guinness Draught stout. The 60-second piece formed the cornerstone of a £15 million advertising campaign targeting men in their late twenties and early thirties. The commercial shows, in reverse, the adventures of three characters who evolve from mudskippers to present day humans before tasting Guinness in a London pub. The commercial was handled by the advertising agency Abbott Mead Vickers BBDO, with a budget of £1.3M. It was directed by Daniel Kleinman. Production was contracted to Kleinman Productions, with post-production by Framestore CFC. It premiered on British television on 3 October 2005.
noitulovE is the fifth television/cinema piece in the Good things come to those who wait series, and its premiere marked the end of a four-year hiatus. The advert and its associated campaign were a critical and financial success. It received over 30 awards from professional organisations in the advertising and television industries, and was the most-awarded commercial worldwide in 2006. The impact of the campaign was such that during a period in which the UK beer market experienced a substantial decline in revenue, Guinness reported that its year-on-year earnings within the region had noticeably increased. At the same time, Guinness achieved its highest-ever volume and value shares and became the market leader within the region. This was attributed in no small part to the positive reception of noitulovE.