Just tell a Dad joke to get a gift from Marshalls' giant Father's Day Wall

Marshall's set up a huge Father's Day wall yesterday in New York City and anybody could get a free gift, as long as they told a suitable "Dad joke."

The billboard in the Flatiron Plaza was open from 11am-6pm yesterday. Participants were asked to share a dad joke to select one of many products from the gigantic, gift-touting billboard. Then, a certified climber could go up there to retrieve it. (We think this project could have been way cooler if the gift-givers themselves had been able to climb it, although clearly this was deemed too risky.)

The idea was reated by Leo Burnett to help Marshalls attract last-minute shoppers seeking surprising gifts for Father's Day. The agency worked in partnership with PR agency MSL Chicago on the activation, which included a surprise appearance by musician Kevin Jonas who grabbed a gift for his dad.