• Sam Clegg’s alternate John Lewis Christmas ads tackle themes of loneliness and loss while raising funds for charity • His latest £400 ad featuring a heartfelt story of a couple over the years is gaining traction with 1.1m views and his charity single hitting iTunes top charts • Sam admires this year’s official John Lewis ad for its emotional depth, akin to his focus on capturing the passage of time

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

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