The campaign, which breaks this week for one month, will appear on around 30 UK channels, including Five, Sky Movies, Sky Travel, Sky Sports 2, Paramount and History Channel.
The ads aim to increase financial contributions from cold male donors towards Cancer Research UK's work.
The TV ads were devised by WPN and directed by Clare Kilner, director of Hollywood film 'The Wedding Date'. They call on viewers to make a donation through the charity's or by phone, and feature a voiceover by 'Lord of the Rings' actor Sean Bean.
WPN, which also handles accounts for WaterAid, ActionAid and PDSA, said its latest work would aim to attract men who did not normally make donations to charity campaigns.
Gail Cookson, client services director at WPN, said: "The creative idea behind the new campaign is extremely moving, following a father and son on a fishing trip.
"The story plays on the parent-child relationship, showing how when a parent becomes ill, the roles can often be reversed. The viewer follows the characters through their journey, and the story ends with a sense of uncertainty."