 The new marketing strategy did not prove particularly successful , and in 2004 Diageo returned to regional advertising . AMV 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 Longest Wait " . 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 . 
 The new marketing strategy did not prove particularly successful , and in 2004 Diageo returned to regional advertising . AMV BBDO <a href='uninflect' title='1'><mark>were</mark></a> 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 <a href='uninflect' title='2'><mark>were</mark></a> put forward , including " The Longest Wait " . 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 <a href='null_genetive' title='3'><mark>'</mark></a>interest during a 60 @-@ second television spot . 
Da new marketing strategy did not prove particularly successful , and in 2004 Diageo returned to regional advertising . AMV BBDO was presented wit tdachoice of commin up with either a new theme to appeal to thda8 – 35 British male demographic or a new angle on the tried and tested Good things ... concept . A number of ideas was put forward , including " Thedangest Wait " . From dis concept , noitulovE was quickly plotted outt : the daert would show three individuals waiting 500 @,@ 000 @,@ 000 years before finally takin their first sip of Guinness , the tdaline 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 .