A marketing specialist's homemade Christmas advert, created for just £400, is giving the multi-million pound John Lewis campaign a serious run for its money this festive season.
The Viral Sensation
Sam Clegg, 27, first started creating alternative John Lewis-style Christmas ads during the pandemic lockdowns when he experienced isolation himself. Five years later, his heartfelt creations now regularly attract up to two million views on YouTube.
His latest effort, promoting the charity single Angel on a Tree, has already amassed 1.1 million views – coming remarkably close to the official John Lewis advert's 1.2 million views. The emotional film follows a sweet couple as the wife mourns the loss of her husband.
Speaking to Metro, Sam explained his motivation: '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.'
Connecting Through Shared Experience
Sam acknowledged that this year's official John Lewis advert, which explores the bittersweet bond between a father and son over the years, comes closer to his own approach than previous campaigns.
'This year's John Lewis ad, for me, is probably the best they've done in at least five years,' he said. '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. I feel that is one of the most poignant points that can be covered in a charity or Christmas advert.'
The overwhelming response to his advert 'blows me away every year,' Sam admitted, describing it as 'heartwarming' to see people rally behind the charity single. The song has already reached number five on the iTunes top 40 chart, keeping company with global superstars like Taylor Swift, Raye and Katy Perry.
Tackling Loneliness Head-On
All proceeds from Sam's charity single go to organisations tackling seasonal loneliness – a cause deeply personal to the creator.
'I always pictured myself being older and facing loneliness,' Sam shared. '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.'
The statistics around loneliness among older people are stark. According to Age UK figures cited on the NHS website, more than two million people in England over 75 live alone, with over a million older people reporting they go more than a month without speaking to a friend, neighbour or family member.
Sam's production process demonstrates what can be achieved with minimal resources. The entire advert was created for just £400, with Sam hiring actors through a Facebook group, spending small amounts on props and location, and handling everything from pre to post-production himself.
Despite the shoestring budget, the emotional impact has been substantial, with viewers flooding the comments with emotional reactions to the tearjerking message about companionship and loss.
If he had access to a larger budget, Sam would still focus on that 'core human element' but might add 'more Christmas magic' with a supporting cast and crew. For now, he's proving that heartfelt storytelling can compete with corporate budgets – and make a genuine difference during the festive season.
