International YouTube channel ‘Yes Theory’ has gone viral with a heart-felt advert showcasing the hidden gems and community spirit of Luton.

The video, which has racked up nearly a whopping 1 million views in just one week, follows the Yes Theory team as they explore the town, meet residents, and challenge the misconceptions about Luton. A word of warning? Don’t let the video title put you off!

Filmmakers Thomas Dajer and Staffan Taylor, along with popular UK YouTubers Max Fosh and Zac Alsop, set out on a mission to uncover the best of the town.

During their visit, they explored the Stockwood Discovery Centre, attended a Hatters game at Kenilworth Road, and sampled the ‘best kebab’ in town.

When asked about his experience in Luton, filmmaker Thomas Dajer told us:

“Whilst we went into this idea with positive energy, we didn’t know what we would find, so we were never sure how positive or negative it would come out. But Luton was charming and one of the most welcoming places I’ve been to.”

Thomas Dajer, Yes Theory Creator

Local residents who participated in the advert expressed their appreciation for Yes Theory’s platform and the opportunity to shine a light on their hometown.

“I have loved Luton for many years, so to give Yes Theory a tour of my hometown was incredible. Finally, the light is being shone on in the incredible parts of our town.”

Carl Connelly, Luton resident

“It’s great to see people come to Luton and find the positives that I’ve seen here all my life. I don’t want the positivity around the video to end. There’s still more good in Luton to show off to the world.”

Cameron Mullane, Luton resident

The advert, created by the Canadian YouTube channel, has struck a chord with viewers all over the world, sparking an outpouring of positivity in the comments section.

Viewers rushed to share their personal experiences and newfound appreciation for Luton in the comments. We love to see it!

One fan said: “This genuine and heartwarming video has totally changed my perspective of Luton.” Another viewer shared: “My dad grew up in Luton and it’s always got a soft spot in our hearts. Such an amazing place that people look down upon. We love Luton!”

The advert has even inspired a sense of hometown pride, with one viewer commenting, “I clicked on this expecting another Luton hate video, but I’m 10 mins in and you’re making me feel patriotic about my hometown for the first time ever.”

yes theory in luton

Since their visit, Yes Theory has been reflecting on their experience on Instagram, simply stating, “We Love Luton,” while filmmaker Staffan Taylor added, “I miss Luton already!”

The advert really drives home how there’s so much more to Luton than meets the eye. It’s all about our tight-knit community and the little hidden gems that make us special. And it’s also why changing the narrative about Luton is key to our town’s future success.

Watch the full video here. 

For more information about our ongoing initiatives to promote the best of Luton, check out how the people of Luton are stepping forward for our town.

Photography by Cameron Mullane.

About the Author
Laura Redmond

Laura is a passionate supporter of the Step Forward Luton campaign and a Place Activation and Marketing Coordinator. Armed with a journalism degree and unwavering love for her university town, she believes there's more to Luton that meets the eye. From charity work to market management, Laura's professional journey has explored every corner of Luton. When she's not busy being a marketing maven, she's lacing up her walking shoes to explore the town's green spaces or unearthing Luton's hidden foodie gems.