A Father's Day campaign that put dad jokes to work for Uber
Comedy, culture and a ride worth earning
When Uber Reserve needed a face for their Father's Day campaign in Australia, there was only one choice. Jack Whitehall — BAFTA-nominated comedian, Netflix star, and the man so synonymous with dad jokes that Prince William himself name-dropped him during a school visit, saying he was "trying to channel Jack Whitehall" when asked to tell one. The royal endorsement went viral. The brief practically wrote itself. We were brought in to produce a short-form video that leaned fully into the humour. The concept was simple but sharp: Jack would trade dad jokes with dads across Australia for a chance to win a free Uber Reserve ride. Shot in a classic English pub setting, the video captured genuine laughs, genuine cringe, and a genuinely memorable campaign hook. Distributed across Uber's owned channels and amplified through LAD Bible Australia, the content was designed to travel — and it did.
Content that landed. Coverage that counted.
The campaign generated strong organic reach across Uber's social platforms and earned significant earned media through LAD Bible Australia's coverage. The video resonated with audiences who appreciated the comedic take on a traditionally sentimental occasion — proving that the right talent, the right hook, and the right creative execution can turn a promotional concept into content people actually want to watch and share. For Uber Reserve, it wasn't just a Father's Day activation. It was a brand moment.
