Microsoft's New Vista Ads Don't Work; Other Companies' "We Suck" Ads DidJohn Mahoney8/01/08 11:00amFiled to: Huh?mojaveMicrosoftVistagreat moments in advertisingAdvertisingAdsMojave experimentFeatureTop1251EditPromoteShare to KinjaToggle Conversation toolsGo to permalinkMicrosoft's bait-and-switch campaign for Vista, the "Mojave Experiment," is baffling. I was dumbstruck when I first saw it earlier this week, and I continue to be dumbstruck. Why base a campaign around the core assumption that everyone thinks your product sucks, and that people who have felt wronged by Vista are ignorant fools? Of course, spinning perceived negatives into positives is why advertising exists in the first place, but something about this campaign is different. Very different. And it doesn't become immediately apparent what that is until you compare it to similar instances in advertising's hall-of-shame, filled with other companies that have pulled similar full-frontal mea culpas. Here, some more extreme "OMG we suck" ads, and how advertising experts compare them to Microsoft's new ads.