Karl Stefanovic is above you. Wait, sorry, Karl Stefanovic’s billboards are above you.
That’s better(ish).
Look, let’s be honest, writing about one of Australia’s most charismatic and irreverent presenters is no easy task. Especially when his quotes to you include the word ‘dick’.
After launching his eponymous podcast in January, Stefanovic and his team partnered with Bishopp to roll out a series of billboards across Queensland that perfectly encapsulate the knockabout larrikin nature of the show.
“It’s fun, a bit ridiculous, and very much us,” Stefanovic told Mediaweek.
From breakfast TV to billboard banter
The campaign lands as Stefanovic pushes further beyond the traditional broadcast ecosystem that made him a household name.
The veteran journalist and Today show anchor stepped out of the studio and into the more unpredictable world of independent digital content with the launch of The Karl Stefanovic Show back in January.
The project, years in the making, is built around what Stefanovic has described as a “curious beast” living in his head.
Rather than overthink it, he’s channelled that energy into a YouTube-led format that spans geopolitics, sport, masculinity and the occasional left-field theory.
The structure is deliberately loose. Each week features a long-form, pre-recorded interview with a major guest, paired with a live Sunday episode designed for audience interaction and real-time questioning.
“I’m having a lot of fun making the show, and we wanted the billboards to reflect that,” Stefanovic said.
“It’s not polished or overthought – it’s the opposite of stuffy and scripted.”
A regional lens, and a very tall punchline
Shot on location in regional Queensland, the campaign taps into the same on-the-road energy that has shaped much of the show’s early identity.
“We shot this out on the road in the country, which feels right given how much time we’ve been spending in regional areas,” Stefanovic said.
The decision to go big on out-of-home also signals a clear intent: take a digital-first product and give it mass-market visibility in a way that feels distinctly Australian.
For Bishopp, the partnership was as much about personality as it was about placement.
“An iconic Queenslander deserves iconic billboards. It’s exciting to see it come to life,” said Dominic Lis, sales director at Bishopp.
Stefanovic, for his part, seems just as amused by the scale of it all as the strategy behind it.
“Big thanks to Bishopp for bringing it to life. Seeing something that started as a few ‘what if’ ideas end up on billboards across QLD is pretty wild, and it wouldn’t have been possible without them.
“Hopefully, the board is too high for anyone to draw a dick on my head.”