What the John Lewis Christmas advert teaches us about men, emotions and the power of a check-In

This year’s John Lewis Christmas advert has landed, and it’s hit an emotional note that’s resonating far beyond retail.

It’s simple but powerful. A father and son, a vinyl record, a shared memory, a moment of connection that says more than words ever could. At its heart, it’s not really about Christmas. It’s about men, emotion, and the small gestures that show we care.

Men aren’t always natural at saying how they feel. Not because they don’t want to, but because it’s rarely been made easy for them. At work or at home, emotion often hides behind humour, silence, or a change of subject.

We often hear people say, “I wish I’d checked in more with him.” That thought, that we could have asked, listened, or just given space, sits quietly behind so many stories of disconnection.

The beauty of this year’s John Lewis advert lies in that quiet check-in. It’s not loud or sentimental. It’s a memory, a moment, a gesture. The kind of emotional shorthand men often use to show love or connection without saying it out loud. And that’s exactly why it resonates with us at Emotie.

Emotie was built to help people do something that should be simple. Check in with how they feel. Our platform gives everyone, including men who might find words difficult, a way to express emotion quickly, honestly, and without pressure. Sometimes it’s not a conversation. Sometimes it’s just a tap. But it opens a door. 

Because understanding how someone feels doesn’t always start with words. It starts with noticing.

The John Lewis story is a reminder that connection is rarely about the grand gesture. It’s about the everyday check-ins. At work, that means asking the quiet question, giving the quick nudge, or simply making space for someone to feel seen.

This Christmas, let’s all remember: behind every great team, colleague, father, or friend is a human being who just wants to be understood.

The Emotie Team