John Lewis' New Christmas Ad Captures A Real 'Male Loneliness', Says Charity

John Lewis Christmas ad, 2025I’ll admit it: John Lewis’ 2025 Christmas ad melted my cold, cynical heart (and even summoned a tear or two). The touching clip focused on a teenage boy who had drifted apart from his father. But, after seeing his dad rock out to ’90s house hit Where Love Lies, the pair reconnect (aww). When I first watched the video, the father’s flashback to holding his child as a baby broke my heart the most. I thought it was a great representation of how bittersweet watching your kid become independent can be. But men’s health charity Movemeber says the advert could help to highlight a more specific issue, too. “The new John Lewis Christmas advert has reignited important conversations about the emotional bonds between fathers and sons,” the charity said.“The love is there, but many men simply do not have the language, confidence or role models to express it... But boys should not have to guess how their dads feel. The advert stops just before the words. Our work is about helping men take that step.” Movember thinks we should talk more about male lonelinessLoneliness is rampant in general right now. But the Jo Cox Commission on Loneliness has found that roughly eight million men feel lonely at least once a week; it’s a daily issue for almost three million.And men, especially older men, may be less likely to name their loneliness directly ― even when they are isolated.Sarah Sternberg, Director of Global Reimagining Masculinities Initiative at Movember, said: “The new John Lewis ad captures something real ― that many fathers and sons often feel so much love, but too often say very little.“Our research shows there is a strong view across the UK that we need to talk more about what it means to be a man, loneliness and men’s mental health.“Fathers can be powerful role models, and we would love the advert to spark a conversation about how we help men find the words, while also making sure the rest of us are listening.” How can fathers reconnect with their teenage or adult sons?Speaking to Huffpost UK, Sternberg said that when your kid grows up, “It can be hard to see adult children as fully-fledged individuals, and indeed the advert plays on this idea when we see the son through the ages, and the emotional reaction that sparks.“But it’s important to be able to meet your adult sons where they are, with curiosity, empathy and non-judgement about the person they have become.” Movember Conversations, a tool to help you navigate tricky chats, may help. As can Movember’s other advice, which is designed to help all parents and carers have more meaningful conversations: Ask him how he’s doing, without applying any pressure. Stay curious and empathetic, explore his thoughts with him, and don’t worry about the talk going “perfectly”. “Model honest conversations,” Movember added.Listen, giving your full attention. Listen without judgement, allowing him to speak freely without fear of criticism, and with the goal of understanding instead of responding. “If he says something that scares you, responding with curiosity rather than alarm, anger, judgment, or shaming is essential to keeping him engaged,” Movember added.Encourage action. Try making “curious suggestions,” like asking him what he thinks it might be like to, e.g., take a social media break. “The best way is to support him to come up with solutions himself rather than simply telling him what to do or expecting him to have all the answers, says the charity. Check in. See how your kid is feeling after a chat, even if it’s just to “reaffirm that you love chatting with him, no matter what it’s about.” Let him know that he can talk to you about anything, and that it’s OK to ‘fail’. Other tips include: Keep the lines of communication openChallenge stereotypes with men and boysModel and celebrate positive behavioursLearn and upskill on understanding the internetNormalise having strugglesWork with schools, community groups (or start one!)Make sure you are taking care of yourself as a parent and are checking in with yourself.Related...Music Plays A Bigger Part Than Ever In John Lewis' New Christmas Advert – Here's What You Need To Know About The SongJohn Lewis' New Christmas Advert Is Here – And It's Another Emotional Tear-JerkerGen Z Men Are Battling 'Loneliness Epidemic' In The Gym – But It's Not Always Healthy

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