MS ‘Switcher’ snafu makes ‘101 Dumbest’ list

Business 2.0 has posted its third annual 101 Dumbest Moments In Business list, and Microsoft has made the grade. Microsoft grabs a spot for its aborted attempt at its own “Switch” ad.

Apple grabbed headlines — and the attention of consumers — when it first unveiled its “Switch” ad campaign, featuring real people who made the move from Windows to Macintosh. The campaign features average users who have left the Windows world behind for the Macintosh instead, and it’s even garnered endorsements from some celebrities too. The campaign has been credited with drawing Windows users into Apple’s network of retail stores to check out the Mac for themselves, as well.

Apparently the effort rattled the cages of some folks at Microsoft, who thought it might be a good idea to come up with a “Switch” ad of their own featuring the testimony of a Mac user who made the move to Windows. There was only one problem, and this leads us to Business 2.0’s #11 entry, entitled “Whiffed pitch No. 2: swiping your competitor’s idea and completely screwing it up.”

“In an attempt to blunt Apple’s ‘Switch’ campaign, Microsoft posts a page on its website, titled ‘Confessions of a Mac to PC Convert,’ featuring a woman touting the Windows XP operating system,” said Business 2.0. “It’s soon revealed, however, that the woman pictured is a model and the touting comes from a freelance writer paid by Gates & Co.”