Just watched it for the second time and it's grown on me a bit. JL has a slight problem in that the bar has been raised so high, not just by itself (apart from that man on the moon thing last year) and others who have jumped on the bandwagon. That's probably where some of the negativity comes...
Not a fan of the John Lewis one, I'm afraid, although marketing-wise it's worked a treat.
I like this one for the pure sillyness:
And this one for the soundtrack: