Steve Jobs was lauded for his creativity in working with great people to do great marketing.
Steve Jobs best marketing was his products. In the past, good marketing was finding the right way to get in front of the right people since there was less channels.
His 1984 based commercial, was great marketing not because of it’s complexity of shooting, but because the people it appeal to, the sci-fi types, are the types most likely to invest early in technology. After there, the product remarkability spread the word around. It appealed to the early adopters, then spread to everyone else.
The trick wasn’t the ad, it was the group chosen and the product. Focus on that.