#OTG DTG SIP DEFINITION PROFESSIONAL#

The commercial ends with a transition to a product shot of three pints of Guinness accompanied by the strapline 'Good things come to those who wait'. The action briefly moves forward again to show the middle character registering his disgust at the taste of the water with a 'Pweugh!' sound. Finally, the three become mudskippers around a green-brown puddle. The environment around them changes rapidly as they travel, with cutaways showing millions of years of geological changes occurring in less than a few seconds. From there, they are transformed into a number of different species in quick succession, including flying squirrels, furry mammals, aquatic mammals, fish, flightless birds, small dinosaurs, and burrowing lizard-like creatures.

They continue to walk backwards with a more simian gait, and soon turn into chimpanzees. The three re-emerge from the glacier as primitive hominids, their clothes ripped away to reveal loincloths. The trio are then frozen in an ice age glacier. A close-up of one of the characters shows his features quickly transformed into those of a caveman. Returning to the main sequence, the three men's clothes and hairstyles are adjusted into Bronze Age equivalents as they pass through thickening woodland. A short cutaway sequence shows the city regressing into the past, shrinking to a small Saxon settlement before disappearing entirely. Electric lights transform into gas lamps and buildings begin to disappear frame by frame. As they move down the street, a reverse time-lapse-style sequence transforms their clothes to match a rapidly changing urban scene, which progresses through modern-day London to the Edwardian period. The three men retreat from the bar and into the street, other patrons disappearing as they pass. To the accompaniment of Sammy Davis, Jr.'s rendition of 'The Rhythm of Life' from the 1969 film version of the 1966 Broadway musical Sweet Charity, a reverse-motion sequence begins. The piece begins with three patrons taking their first sip of Guinness in a London pub. This was attributed in no small part to the positive reception of noitulovE. At the same time, Guinness achieved its highest-ever volume and value shares and became the market leader within the region. 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.

#OTG DTG SIP DEFINITION PROFESSIONAL#

It received over 30 awards from professional organisations in the advertising and television industries, and was the most-awarded commercial worldwide in 2006. The advert and its associated campaign were a critical and financial success. 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. It premiered on British television on 3 October 2005. Production was contracted to Kleinman Productions, with post-production by Framestore CFC.

The commercial was handled by the advertising agency Abbott Mead Vickers BBDO, with a budget of ВЈ1.3M. 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 60-second piece formed the cornerstone of a ВЈ15 million advertising campaign targeting men in their late twenties and early thirties. NoitulovE (' Evolution' backwards) is a British television and cinema advertisement launched by Diageo in 2005 to promote Guinness Draught stout. Cy Coleman & Dorothy Fields (original song)

Otg dtg sip definition