Five years ago, a quiet observation sparked a now-annual tradition. Sam Clegg, a 27-year-old marketing specialist, began creating his own Christmas adverts, inspired by the beloved John Lewis campaigns, but born from a deeply personal place – his own experience with isolation during the pandemic.
What started as a desire to emulate the emotional resonance of the 2012 John Lewis “Snowman” advert quickly evolved into something more profound. Clegg’s creations began to explore themes often absent from mainstream Christmas advertising: loss, grief, and the quiet desperation of loneliness. His videos, fueled by original festive songs with proceeds benefiting charities, began to capture hearts online.
This year’s advert, accompanying the charity single “Angel on a Tree,” tells the poignant story of a woman navigating life after the loss of her husband. It’s already resonated with nearly half a million viewers, triggering an outpouring of emotional responses and proving the power of storytelling to connect us during the holidays.
Clegg’s fascination with the John Lewis adverts isn’t simply about replicating their aesthetic. He’s drawn to their ability to capture fleeting moments and the passage of time – a theme he’s consistently explored in his own work. He particularly admired this year’s John Lewis offering, recognizing its focus on the bittersweet nature of relationships and the speed at which life unfolds.
The inspiration stems from a stark reality: over two million people in England over the age of 75 live alone, and more than a million go for over a month without meaningful social contact. Organizations like Re-engage and The Silver Line are working tirelessly to combat this epidemic of loneliness, offering companionship and a vital lifeline to those who need it most.
Clegg reflects on the intense emotional investment people have in these Christmas adverts, a phenomenon that seems to have amplified since the pandemic. He wonders if heightened emotions have simply made us more receptive to the stories being told, or if there’s something deeper at play.
Despite the overwhelming positive response to his work – a reaction that continues to “blow me away every year” – Clegg remains grounded in the purpose behind it. He’s deeply moved to see people rally behind the charity single, which is currently climbing the iTunes charts alongside major artists.
His own experience with lockdown, even at a younger age, revealed the crushing weight of isolation. He imagines the burden must be exponentially greater for the elderly, a realization that fuels his commitment to creating projects that address this critical issue. It’s a deeply personal mission, born from empathy and a desire to make a difference.
Remarkably, Clegg brought his vision to life with a budget of just £400. He utilized Facebook groups to find actors, secured affordable props and locations, and handled all aspects of production himself. While a larger budget would allow for a more expansive scope – perhaps a supporting cast like that of John Lewis’s 2019 “Edgar the Dragon” advert – he insists he would remain true to the core charity theme.
Ultimately, Clegg’s work isn’t about competing with John Lewis; it’s about using the power of storytelling to shine a light on a critical social issue and offer a message of hope and connection during a season that can be particularly difficult for those experiencing loneliness.
