We need a committee now to decide if an ad is bad?

Isn't that what editorial is for? So you can have an opinion based on your own opinion?

Can we stop pretending there's something wrong with criticising work? We've all done it.

Campaign does a column called Private view which critiques ads too. Maybe you should complain about that?

Actually on further inspection the last John Lewis xmas ad had an ROI of £9 profit for every £1 spent.

Which is superb.

Maybe you should be "proud" of that if you'd done it.

Probably worth pointing out the John Lewis ads recently won an IPA effectiveness award precisely for delivering a very high ROI. So it was hardly "blowing £6m".

So we're only judging the creative merits of the ad?

So what? Isn't that the point of the column.

It's a column about shitty ads. If I wanted to know the ROI of a campaign I'd read an effectiveness award.