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 reacti

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