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Every year, the beginning of the festive period is often marked by the release of Christmas adverts, with retailers including John Lewis and Waitrose competing to be named the ‘best’.

However, putting aside companies attempting to sell festive products to their customers, the most impactful adverts are often the ones that spread a powerful and relatable message.

This year, the baby loss charity Sands has released a film titled ‘I’ll never forget you’ in the hope that people who have experienced pregnancy or baby loss will be reminded that they’re not alone.

Metro spoke to the director of the film, Phil Beastall, who went viral in 2018 for his Christmas advert The Long

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