“The company lost an opportunity to innovate and excite,” says columnist.

A Forbes magazine contributor breaks Warby Parker’s five-year streak of universally admiring press coverage with a column that calls a new TV commercial for the $1.2 billion eyewear retailer a “drizzle.” Says the columnist of the spot, which features different actors each uttering a few words to make a promotional whole: “The technique was revolutionary in the 1970s, but the Warby Parker spot is neither retro nor genre-busting,” says the columnist. “The company lost an opportunity to innovate and excite not only new consumers, but current fans.”

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