Apple Switch ad campaign - Definition

Switch was an ad campaign launched by Apple Computer on June 10, 2002. It featured what the company referred to as "real people" who had "switched" from the Microsoft Windows platform to the Mac. An international television and print ad campaign directed users to a website where various myths about the Mac platform were dispersed.

One of the people who appeared in the commercials, Ellen Feiss, gained immense popularity overnight in what might be called an Internet fad.

Localized versions of the commercials, with local "switchers", aired in Iceland and Japan.

The Switch campaign was gradually phased out, since it was not the success Apple hoped for it to be.

External links

• Press release from the launch (http://www.apple.com/pr/library/2002/jun/10switch.html)
• Apple's Switch website (http://www.apple.com/switch/)