Beyond the Ad: The Importance of Talking to Men and Boys

By Tayler Lewis-Bungay

The 2025 John Lewis Christmas advert, “Where Love Lives”, hit differently this year. No animals, no spectacle. Just a tender, beautifully nostalgic story about a father and son struggling to find the words for what they feel. And that tagline, “If you can’t find the words, find the gift,” stopped many of us in our tracks.

I’ll be honest, it got me too. It made me warm, fuzzy, and unexpectedly emotional. It made me think of my seven-year-old stepson growing up (yes, I teared up). But beyond its emotional pull, the advert has sparked something deeper.

According to the men’s health charity Movember, the campaign has highlighted an issue often overlooked: the emotional communication gap between men and boys. Sarah Sternberg, Director of the Global Reimagining Masculinities Initiative at Movember, said it perfectly: “Many fathers and sons often feel so much love, but too often say very little.”

Movember’s research echoes this. Across the UK, people believe we need more open conversations about what it means to be a man, about loneliness, and about men’s mental health. And they’re right. These conversations matter now more than ever.

Why This Matters to Us at Urban Paws Agency

This year, we’ve had the pleasure of working with a range of male-oriented brands, including Calvin Klein, Spoke London, Lynx, Spurs FC, Bulldog Skincare, Creed and more. These campaigns weren’t just about selling a product; they were about storytelling, identity, and connection. Brands like these have immense cultural influence, and when they choose to highlight men’s vulnerability or challenge stereotypes, it opens doors. Doors into safer, braver, more honest conversations.

Shining a Light on the Dog Dads

That’s one of the reasons we recently launched our Dog Dad series across social media. In a world full of amazing Dog Mums and powerhouse Momagers (who we adore), we wanted to celebrate the Dog Dads, the unsung Dadagers behind the scenes.

Each episode features one of our Dog Dads, exploring the bond they share with their four-legged star, their personal journey, and the life experiences that shaped them. These stories have touched on grief, fatherhood, sexuality, mental health, relationships, career change, and more. Topics that many men struggle to discuss openly.

These men have been brave. Honest. Vulnerable. And we couldn’t be prouder of them. We hope that their stories inspire others to open up, even just a little.

Helping Men and Boys Talk: Advice From Movember

Having important conversations with men and boys doesn’t need to feel intimidating. Movember offers some truly helpful guidance:

• Start gently. Ask how they’re doing without pressure. Stay curious and empathetic.

• Listen fully. No judgment. No rush to respond. Aim to understand, not fix.

• Respond calmly, even if their words scare you. Curiosity keeps the conversation alive.

• Encourage small steps. Make gentle suggestions, but empower them to think of their own solutions.

• Check in regularly. Let them know you enjoy talking with them, about anything.

• Normalise struggles. Show them it’s OK not to have everything figured out.

• Challenge stereotypes. Celebrate positive masculinity and emotional expression.

• Look after yourself too. You can’t pour from an empty cup.

Where Love Lives, Conversation Follows

The John Lewis advert may be just one story, but stories create ripples. It reminds us that men and boys need space to express love, fear, confusion, hope, all the things they’re often told to keep inside.

At Urban Paws Agency, we’re committed not only to representing incredible animal talent but also to telling meaningful stories, supporting important conversations, and celebrating the humans (and pets) behind them.

Because love lives in many places, gifts, families, memories, wagging tails. And most importantly, in the conversations we’re brave enough to have.

#JohnLewis #MensMentalHealth #Movember #MensHealth