An amateur Christmas advert, created by filmmaker Sam Clegg for under £100, has garnered significant praise from viewers, with many calling it the 'best Christmas ad in years.' The film, which follows the poignant story of a lonely elderly woman grieving her parents, has amassed over 134,000 views on YouTube since its release. Clegg, from Keighley, West Yorkshire, has been creating amateur films for charities since 2024, with his previous 'Robin' advert also gaining widespread acclaim.
The advert opens in 1957 with a young girl celebrating Christmas with her parents, receiving a teddy bear as a gift. The scene fast-forwards to the same woman as an elderly, solitary figure visiting a graveyard. Returning home, she clutches the same teddy bear, a symbol of her past connections. The narrative continues to a charity shop five years later, where the teddy bear is admired by a father and son, accompanied by the message: 'We never outgrow the need to be loved. This Christmas, help someone feel less alone. While they're still here.' The advert concludes with the statistic that 1.8 million UK adults expected to spend Christmas Day alone last year, despite desiring company.
The film features Clegg's charity single, 'The Present,' released on November 1, which has reached ninth on the UK iTunes chart. Proceeds from the single will benefit Re-engage and Friends of the Elderly, charities focused on combating loneliness among older people.
Clegg's work emerges as major retailers, including John Lewis, release their own highly anticipated Christmas advertisements. John Lewis's 2026 campaign, titled 'Gloria and Pickles,' stars Dame Kristin Scott Thomas as a grandmother seeking the perfect gift for her grandchildren. The ad follows Gloria's journey to find a meaningful present, culminating in the creation of a 'Gran Cave' filled with nostalgic activities. The soundtrack for the John Lewis ad is a cover of The Rolling Stones' 'You Can't Always Get What You Want' by Sam Fender.
The Daily Mail article also provides a retrospective of past John Lewis Christmas adverts, highlighting notable campaigns such as 'Man on the Moon' (2015), 'Monty the Penguin' (2014), and 'Moz the Monster' (2017), many of which have become festive traditions for viewers.