Five years ago, a simple desire to recreate the magic of a beloved Christmas advert sparked something extraordinary. Sam Clegg, a 27-year-old marketing specialist, began crafting his own alternate John Lewis Christmas ads, fueled by a love for their emotional storytelling and a personal experience with isolation during the pandemic.
What began as a passion project quickly resonated with audiences. His videos, accompanied by original festive songs benefiting charities fighting seasonal loneliness, now routinely garner up to two million views on YouTube. This year’s ad, a poignant tale of a couple navigating loss and enduring love, has already captivated 1.1 million viewers – rivaling the official John Lewis campaign.
Clegg’s inspiration stemmed from the 2012 John Lewis “Snowman” advert, but he sought to explore themes often absent from mainstream Christmas campaigns. “Mine tend to touch on elements around death and loss,” he explains, “which don’t always get touched upon.”
Interestingly, this year’s John Lewis offering, focusing on the bittersweet passage of time between a father and son, struck a chord with Clegg. He praised it as potentially the best in five years, recognizing its shared focus on the fleeting nature of life – a theme central to his own work.
The power of these adverts lies in their ability to tap into universal emotions. More than two million people over 75 in England live alone, and over a million go a month without speaking to anyone, highlighting the critical need for connection, especially during the holidays.
Clegg’s own experience with lockdown loneliness at age 21 profoundly shaped his commitment to this cause. He realized the challenges faced by the elderly population would be exponentially greater, fueling his desire to create impactful charity projects.
Remarkably, this year’s ad was brought to life with a budget of just £400. Clegg utilized a Facebook group to find actors, secured minimal props and locations, and handled all aspects of production himself – from filming to editing.
Despite the limited resources, the impact is undeniable. His charity single, “Angel on a Tree,” has soared to number five on the iTunes charts, alongside established artists like Taylor Swift and Raye, demonstrating the public’s enthusiastic support.
While dreaming of a larger budget to create something akin to John Lewis’s 2019 “Edgar the Dragon” advert, Clegg remains steadfast in his core mission: to amplify the importance of human connection and support those facing loneliness, especially during the Christmas season.
He reflects on the intense emotional investment people have in these adverts, a phenomenon that seems to have intensified since the pandemic. “I don’t know where it’s come from,” he admits, “but I think maybe since Covid, emotions have been heightened a little bit.”
