The new Guinness commercial, surely the most talked-about spot right now, has already won the Grand Prix at the 2005 Epica Awards and will continue to reap awards in the coming season. The visual feast, set to Sammy Davis Junior’s “The Rhythm of Life” (the sounds of the Rat Pack currently seem to be a sine qua non in commercials …), is a kind of reversed evolution (hence the spot’s title): a trio of Guinness quaffers in a pub are seen going backwards from today, regressing into cavemen, apes, and a series of primeval creatures as their surroundings change with them. Has to be seen to be believed