Bargain Car Rentals has launched first nationwide campaign via Today the Brave, celebrating the unsung heroes of stress-free travel: Australia’s Airport Dads.
Everyone knows an Airport Dad. The one who insists on leaving five hours early, has an Uber pre-booked months in advance, and somehow knows the gate number before it’s even announced. As a brand that takes the stress out of travel, Bargain Car Rentals’ wanted to celebrate those unsung heroes by putting a nationwide search to find Australia’s ‘Ultimate Airport Dad’.
“Bargain Car Rentals has always attracted smart, savvy travellers, and ‘The Ultimate Airport Dad’ embodies that mindset. It turns a familiar travel behaviour into distinctive, culturally relevant brand work,” said Trent Arnold, national marketing manager at Bargain Car Rentals.
Across social, influencer and PR, the campaign invites Australians to nominate the Airport Dad in their lives—whether a dad, mum, partner, or friend—and share why they deserve to be BCR-certified Airport Dads. The ultimate winner receives $10,000 cash, while weekly winners take home the Bargain Car Rentals Dad Pack, including custom-designed New Balance sneakers, a premium crossbody bag, and travel essentials every Airport Dad swears by.
“As an Airport Dad myself, it was important to ensure all Airport Dads across Australia were rightfully acknowledged. As I sit here at the terminal, of course four hours early, I take great pleasure in bringing this piece to life and celebrate my fellow Airport Dads.” said Jade Manning, creative partner at Today the Brave.
“The idea was simple, the real challenge was bringing it to life across a full campaign that felt human, playful and perfectly in step with Bargain Car Rentals’ new brand.”
The campaign teams up with Australian content creators We Got the Chocolates, Mates Rates and Grace and Matt, who help celebrate the quirks, rituals, and humour of Australia’s most ultimate travellers. Alongside custom New Balance sneakers designed with The Marker, ensuring comfort at all costs.
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“We wanted to celebrate the people who make travel seamless, organised, and a little fun,” said Jacqui Capel, head of media at Today the Brave. “This campaign is a playful way to honour their planning prowess while engaging audiences across social and online platforms.”
The campaign follows Bargain Car Rentals’ newly developed brand identity, ‘More Than You Bargained For’. Rolling out across YouTube, BVOD, social and programmatic display, the work highlights how Bargain Car Rentals’ shows up at every step of the journey—reframing car hire from a grudge purchase into a smart, stress-free win.
This marks the first major campaign since Today the Brave was appointed as Bargain Car Rentals’ full-service agency in late 2025, spanning advertising, social, media and PR.
