 The new marketing strategy did not prove particularly successful , and in 2004 Diageo returned to regional advertising . <unk> BBDO were presented with the choice of coming up with either a new theme to appeal to the 18 – 35 British male demographic or a new angle on the tried and tested Good things ... concept . A number of ideas were put forward , including " The <unk> <unk> " . From this concept , noitulovE was quickly plotted out : the advert would show three individuals waiting 500 @,@ 000 @,@ 000 years before finally taking their first sip of Guinness , the timeline compressed into a 50 @-@ second clip . The decision to run the " Evolution sequence " in reverse was taken fairly early , as it was felt that it would better hold viewers ' interest during a 60 @-@ second television spot . 
