noitulovE
Guinness2005
noitulovE is a 2005 60-second television and cinema commercial for Guinness, created by Abbott Mead Vickers BBDO, London.
The line
Good things come to those who wait.
Why it works
Three drinkers raise their pints — and time reverses. They de-evolve backwards through decades, ice ages, dinosaurs and primordial ooze until, as mudskippers at a muddy puddle, one tastes the water and grimaces. Title: Evolution, backwards. "noitulovE" made Guinness's famous patience platform — "Good things come to those who wait" — literal on the scale of natural history: this pint was 500 million years in the making. It is studied for how a brand platform can be reinvented rather than repeated (it followed "Surfer" on the same strategy), for Daniel Kleinman's seamless effects filmmaking, and as a Cannes landmark: it won the Film Grand Prix in 2006 against "Big Ad" and Sony "Balls" in one of the strongest film years on record.
Techniques
- Storytelling Reverses time as three drinkers de-evolve through ice ages and dinosaurs to primordial ooze, making the brand's patience line literal on an epic scale.
- Humour Ends with a mudskipper tasting muddy water and grimacing, a comic payoff to the idea that the pint has been aeons in the making.
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