10 Totally Ineffective WWE Heel Runs

WWE audiences were first introduced to a heel Jim Ross in September 1996. Having just reinstated him to the announce team, WWE played up the idea that Ross was still bitter about his legitimate sacking in 1994. Having worked a front office job for the previous couple of years, JR claimed he'd purposely let the recently departed Razor Ramon and Diesel walk away to harm the company, then brought in his own set of fake Outsiders, thus beginning one of the era's most loathed storylines.

The September 23rd episode of Raw saw JR deliver a worked shoot on the way he'd been treated by Vince McMahon, but it backfired. Instead of jeering Ross' outburst, the fans cheered him for shooting on the Chairman, and the entire angle was ditched soon after.

You'd think that WWE would've learned their lesson, but no: they tried it again in 1999. JR had been absent from television after another bout of Bell's Palsy, and found that Michael Cole had taken his job upon returning. Ross was overcome by bitterness once more. He hired 'Dr. Death' Steve Williams as his bodyguard, and started hijacking Raw with his own personal announce booth, but again, those pesky fans refused to fall in line.

Crowds liked Ross, and disliked Cole. Thus, JR was cheered when he booted his young rival in the family jewels. The angle was soon abandoned, and JR returned to the booth at WrestleMania XV.