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noitulovE is a British television and cinema advertisement launched by Diageo in 2005 to promote Guinness-brand draught stout. The sixty-second piece formed the cornerstone of a £15M advertising campaign targeting men in their late twenties and early thirties. The commercial follows three patrons of a London pub on a journey back through time, showing the group "de-evolving" through a number of forms, from apes, to lizards, to mudskippers. The commercial was handled by the advertising agency Abbott Mead Vickers BBDO, and was directed by Daniel Kleinman. It debuted on British television on 3 October 2005. It is the fifth piece in the Good things come to those who wait series, and its premiere marked the end of a four-year hiatus. The advert was a critical and financial success, receiving over thirty awards from organisations in the advertising and television industries, and was the most-awarded commercial of 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 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 garnered by noitulovE.