After its era-defining launch in the 1960s and strength of the music market in the 1970s, Rolling Stone magazine began having trouble luring companies to buy advertising in its pages because of the perception that its readership was predominantly aging hippies or other cultural dropouts of the 1960s. In 1985, Minneapolis-based Fallon McElligott (now Fallon) launched a now-iconic print campaign aimed at changing this perception. Dubbed “Perception/Reality,” the series featured ads using portrait-style photography of 1960’s icons juxtaposed with a corresponding contemporary counterpoint (e.g., a hippie and a businessman, a painted VW van and a sports car). Advertising pages more than doubled over the course of this long-running series. Considered an advertising classic, this campaign along with others that relied on clever copywriting, clean design, and strong concepts, helped define a Minneapolis school, or style, of advertising in the 1980s.