 noitulovE ( " Evolution " backwards ) is a British television and cinema advertisement launched by Diageo in 2005 to promote Guinness <unk> 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 £ <unk> It was directed by Daniel Kleinman . Production was contracted to Kleinman Productions , with post @-@ production by <unk> <unk> . It premiered on British television on 3 October 2005 . 
