John Lewis Christmas Advert (Not Impressed)

As I'm recently developing a curiosity into the world of advertising, I'm trying to be alot more critical of the advertisements I see on a day to day basis. With it being christmas now aswell, this is the time of year that advertisements are crucial to the success of a business of the christmas period. 

Like many others at this time of year, I was highly anticipating the debut of the John Lewis christmas advert 2016 - and like many others (i'm sure), I was pretty disappointed. I feel that as a student who is interested in advertising, I look up to John Lewis for their usually impressive and innovative advertising campaigns. 

Unsure if or not they really couldn't think of anything else, or they're just losing their touch, I thought that this years advert wasn't special or conceptually interesting in anyway, in comparison to previous years, and just almost seemed a bit lazy? I just didn't get the heartwarming festive feel that I usually get from watching it. 

The way that the advert was based around a trampoline seemed a bit silly/random also? (who buys a trampoline in winter?!) I loosely understand the concept, but to me it just seemed a bit forced. Maybe they were hoping to boost the sales of trampolines this year, based on their success with telescopes last year, which is a bit heartbreaking considering they are usually trying to promote other festive messages about christmas, that aren't entirely materialistic or commercialized. 

Maybe it will grow on me eventually, but on seeing it for the first time, I don't really look forward to watching it again.