CreativityRolling Stone Wants the Whole World to Think, and Dress, Just Like Steve Jobs'Question everything,' says new adBy David Gianatasio|June 11, 2015 ShareBy David Gianatasio|June 11, 2015 Share In this amusing 90-second spot for Rolling Stone, men and women of all sorts dress up like Apple's late co-founder Steve Jobs. They don wire-rim specs, black turtlenecks and blue jeans as they question aspects of their lives, large and small, ranging from health regimens and toupees to technology's impact on the future. The patently absurd sight of a geeky Steve army marching down the street is like an image plucked from Bill Gates' darkest dreams. (Heck, it's enough to give anyone nightmares!) Produced in English and Spanish by The Community, the ad targets young adults in Argentina, encouraging them to "Question Everything" and find ways of improving their situations. It closes by showing a 2011 Rolling Stone cover: "The Steve Jobs Nobody Knew." The visuals here are pretty memorable, but the concept feels like a stretch, and doesn't tie back to the magazine as well as it should. (The Community's recent Corona spot, with winter narrating mournful letters to summer, is equally offbeat but more on brand.) Mostly, "The Steves" reinforces Jobs' standing as an icon of the highest magnitude. Ironically, that's a distinction Rolling Stone itself once enjoyed, and the magazine's effort to piggyback on the tech pioneer's lasting relevance speaks volumes about our changing cultural landscape. CREDITS Client: Rolling Stone Agency: The Community Chief Creative Officers: Joaquin Molla, Jose Molla Executive Creative Officers: Ramiro Raposo, Fernando Sosa Art Director: Fernando Zagales Copywriter: Juan Mesz Group Account Director: Sebastian Diaz Account Executive: Lucas Saez Audiovisual Producer: Matias Castro Responsible for the Client: Branowski Bárbara, Paula Rottenbücher Production Company: Barry Company Director: Mariana Youssef Director of Photography: Adolpho Veloso First Assistant Director: Elton Takii Art Director: Guilherme Marini Production Director: Tadeu Piantino Wardrobe: Heloisa Cobra Account Manager: Juliana Martellotta Executive Producer: Krysse Mello Editors: Alexandre Boechat, Rodolpho Ponzio Postproduction: Fulano Filmes Postproduction Coordinator: Karina Vallesi Postproduction Supervisor: Ale Cois Assistant Postproduction Supervisor: Sabrina Comar Sound: Animal Music Production: André Caccia Bava Adweek Adweek