“Three months after shooting a new Switch campaign with legendary director Errol Morris, Apple has pulled the plug before the first ads even hit television,” Ryan Katz reports for Think Secret. “Apple had been planning for upwards of a year to produce a new series of Switch ads following in the footsteps of the initial campaign, which featured the stories of ordinary people who had switched from Windows to Mac.”
“The new Switch campaign was to emphasize the iPod’s ‘halo effect,’ capturing stories of people who connected with Apple for the first time with an iPod and went on to purchase a Mac.” Katz reports, “It came as a surprise to many parties involved when word arrived late Wednesday that Apple had officially abandoned the new Switch campaign for good. ‘An unbelievable amount of money was invested in this campaign, you wouldn’t believe it,’ one source commented. ‘It was supposed to be a huge, huge campaign.’ Like the original campaign, the new Switch ads were destined for television, print, billboards, and buses.”
Full article with the gory details here.
Morris directed Apple’s popular “Switch” campaign ads, which consisted of vignettes about real people who had abandoned PCs for Macs, including the famous or infamous, depending on your point of view, “Ellen Feiss” ad. The original “Switch” or “Real People” ads were filmed using a special camera developed by Morris, called the “Interrotron,” which uses mirrors to make interview subjects appear to be speaking to an interviewer when they are actually facing the camera. Quicktime movies of the Ellen Feiss ad and all of the other Apple “Switch” ads here.
Our favorite “Switch” ad never aired except at Macworld Expo NYC: Will “I’m a porn actor” Ferrell
Apple “Switch” ad director Errol Morris producing new Apple Computer TV ad campaign – June 14, 2005
Forrester analysts: Apple should advertise Mac OS X Tiger on television and in movie theaters – April 29, 2005
Why doesn’t Apple advertise Mac OS X on TV? – April 12, 2005
Apple asks for new ‘Switcher’ stories – February 16, 2005
Switchers Icon Set debuts for Mac OS X; includes Ellen Feiss icon – December 26, 2002
Feissmania hits new peak; Ellen’s first interview is now online – November 21, 2002
Feissmania has no bounds – October 02, 2002