"Noitulove" (or "Evolution" spelt backwards) tells the story of three friends who have journeyed through evolution to reach the ultimate reward: A pint of GUINNESS. The action starts in the pub where the three men are enjoying a pint of the black stuff before the film starts to run in reverse as they devolve into prehistoric figures, mammals and flightless birds. In the final scene, the trio appear as mudskippers sipping from a muddy puddle with great dissatisfaction. The film resolves with the line "Good things come to those who wait" and a view of the ultimate pint.

Marking 50 years of iconic GUINNESS TV advertising, the £1million production called "NoitulovE" positions the beer as the ultimate pint.

Georgina Meddows-Smith, Marketing Manager for GUINNESS beer, comments: "Over the years, we’ve developed a number of iconic advertising campaigns that our Guinness drinkers enjoy and recognise. Quality has always been a big focus for the brand. Bringing back 'Good things come to those who wait' has allowed us to reinforce this in our advertising in a compelling way that celebrates Guinness as the ultimate pint." "This has been a labour of love for us and we are thrilled to be developing 'Good things to those who wait' for Guinness again" said Cilla Snowball, Chairman of AMV BBDO.
Shot on location in Iceland, "Noitulove" features the country's dramatic landscape of steaming mud baths, volcanic terrain and iceberg lakes. It employs an ambitious range of production techniques and special effects including CGI, time-lapse filming, prosthetics, live action, stills photography, green screen and stock footage.

The brewers of GUINNESS® beer are revamping their award-winning advertising campaign, "Good things come to those who wait" with a new ad set to air in cinemas and on TV from October 3rd.