You never know which question will change the world. Question everything. As if that mantra wasn’t compelling enough, Rolling Stone has attached it to Steve Jobs before laying claim to it.
The 90 second ad, created by The Community (la Comunidad) Buenos Aires, begins by establishing the fact that Jobs “changed the world” with his enquiring mind, then features a group of ordinary people made to look like Steve Jobs (The Steves, as the agency calls them) thinking like Jobs (that is, questioning things)…
…in their own way. It’s unlikely that Jobs wondered, “How is it that George here and Brad Pitt belong to the same species?” or “How could we have landed on the moon and yet can’t make a toupee that doesn’t look like a toupee?”
“Everyone knows that Rolling Stone is a great magazine about music culture, but what really sets it apart is its interviews, because they always ask what nobody else dares to ask,” The Community, executive creative director, Ramiro Raposo, explained.
The ad positions Rolling Stone as the magazine for all the people out there who “dare to push the limits by not accepting things the way they are.” [The Fernando Sosa, executive creative director]. It was produced in both English and Spanish, to targets young adults in Argentina with what is likely to be a hugely popular motto, “Question Everything”, encouraging them to find ways of improving their situations.
To clinch the deal, the ad closes on a 2011 Rolling Stone cover, “The Steve Jobs Nobody Knew.”
Creative credits:
Agency: The Community
Chief creative officers: Joaquin Molla, Jose Molla
Executive creative officers: Ramiro Raposo, Fernando Sosa
Art director: Fernando Zagales
Copywriter: Juan Mesz
Production company: Barry Company
Director: Mariana Youssef
Director of Photography: Adolpho Veloso
Executive producer: Krysse Mello
Post production: Fulano Filmes
Sound: Animal
