An excuse to get all those dad jokes out

For Father’s Day 2018, BIG W wanted to embrace the dorky side of dads, often ignored in campaigns for this occasion. And the most endearing symbol of ‘dadness’ in our culture is the dad joke. So we decided to use the light-hearted nature of dad jokes as the hook for our ads, linking each joke to a product on offer.

We put together a huge database of the best dad jokes that we could connect to relevant product categories – there were enough gags to sell anything. And by spreading these jokes, BIG W showed appreciation for the sense of humour of your average Aussie dad.

• 

• 

• 

• 

• 

• 

• 

• 

• 

• 

• 

• 

• 

• 

• 

•