November 12th 2025.
Every year, without fail, Sam Clegg creates an alternate John Lewis Christmas advert that touches on themes of loneliness and loss while raising money for charity. And this year, his latest ad has already gained over 1.1 million views and his charity single is climbing the iTunes charts.
Sam has always been inspired by the emotional depth of John Lewis ads, especially the 2012 Snowman ad. So he decided to create his own version, adding a unique perspective to the traditional concept. His ads often focus on the passage of time, exploring themes of death and loss that are not typically portrayed in the official John Lewis ads.
This year's alternate ad follows the story of a couple over the years, with the wife mourning the loss of her husband. It has already touched the hearts of many, with an influx of emotional reactions and over 1.1 million views. Sam is also a fan of this year's official John Lewis ad, which delves into the bittersweet bond between a father and son over the years.
Loneliness among older people is a prevalent issue, with more than two million people over the age of 75 living alone in England. This inspired Sam to start his alternate ads, with all proceeds going to charities that tackle seasonal loneliness. He hopes to raise awareness and help those who are experiencing isolation during the festive season.
Sam's alternate ad has become a hot topic every year, sparking intense discussions and emotional reactions. But he is grateful for the overwhelming positive response and the opportunity to raise money for charity. His charity single, which is currently number five on the iTunes top 40 chart, is also contributing to the cause.
In just £400, Sam was able to create a heartwarming ad that resonates with many. He hired actors, spent a little on props and location, and handled the rest himself. With a bigger budget, he would love to add more Christmas magic to his ads while staying true to the core human element and the charity theme.
Overall, Sam's goal is to touch people's hearts and make a positive impact through his alternate John Lewis ads. And with each passing year, his ads continue to gain more views and support, proving that the true spirit of Christmas is about giving back and spreading love and kindness.
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