Five years after his first alternate John Lewis ad blew up, Sam Clegg is giving the most anticipated Christmas advert of the year a run for its money.
The 27-year-old marketing specialist started these ads, soundtracked by an original festive song – with proceeds going to charities tackling seasonal loneliness – during the pandemic when he was experiencing his own isolation.
Armed with a shoestring budget, a love for John Lewis adverts and a dream, his videos now garner up to two million views on YouTube and have moved people with their tearjerking messages about companionship.
This year’s alternate ad (promoting the charity single Angel on a Tree), about a sweet couple as the wife mourns the loss of her husband, already has 490k views and has been hit with an influx of emotional reactions.
First inspired by the 2012 John Lewis ad, Snowman, he told Metro: ‘I just really wanted to try and emulate something like that myself, but maybe have an alternative perspective on things.
‘Mine tend to touch on elements [around] death and loss, which don’t always get touched upon in the real John Lewis Christmas advert.’
Saying that, he acknowledged that this year’s John Lewis advert, about the bittersweet bond between a father and son over the years, comes close – and that’s why he enjoyed it so much.
As he explained: ‘This year’s John Lewis ad, for me, is probably the best they’ve done in at least five years because I think it focuses on that element I try and capture in some of mine – that transition of time and how life moves so fast.
Loneliness in older people
The NHS website reveals that, according to Age UK, more than two million people in England over the age of 75 live alone, and more than a million older people say they go over a month without speaking to a friend, neighbour or family member.
Re-engage holds regular free Sunday afternoon tea parties for people over the age of 75 who live alone.
The Silver Line, a helpline for older people set up by Esther Rantzen, can be reached on 0800 470 8090.
‘I feel [that is] one of the most poignant points that can be covered in a charity or Christmas advert. I really liked it, the soundtrack. [The store] is always very festive, so I very much like it.’
The official advert sparks intense discourse every year, and 2025 was no different, with several people making their anger and hatred crystal clear online amid the praise.
‘That’s a weird thing to me, how emotionally invested everyone seems to be in [the] Christmas adverts – not only John Lewis,’ Sam reflected.
He added: ‘I don’t know where it’s come from. I think maybe since Covid, emotions have been heightened a little bit, and people are just overemotional, I don’t know.
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Although he is eternally grateful for the overwhelmingly positive reaction to his advert, which he says ‘blows me away every year’, and it’s ‘heartwarming’ to see people rally behind the charity single.
The song is already number five on the iTunes top 40 chart, keeping company with Taylor Swift, Raye and Katy Perry.
Discussing his own experiences, he shared: ‘I always pictured myself being older and facing loneliness and just thinking how much more difficult it would be, because as a younger person – in lockdown I was only 21 – and it hit me really hard.
‘For the elderly population, it must be even worse, and that was an element I really wanted to get into my charity Christmas projects.’
As for how it came together in just £400, he hired actors on a Facebook group, spent a little dosh on the props, some on location, and the rest was all him – from pre to post-production.
If he had a bigger budget, he would want to reach the heights of an ad like John Lewis’ 2019 Edgar the Dragon, which featured a vibrant supporting cast.
He reflected: ‘Even having a big budget, I would still focus on that core human element but have a supporting cast, maybe have a crew to help out, a team to advise.
‘But I would definitely stay true to the charity theme, but just embellish it with more Christmas magic.’
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