Dajare (駄洒落, dajare) is a kind of comic Japanese wordplay, similar in spirit to an English pun relying on similarities in the pronounciation of words to create a simple joke.
While this type of joke is considered 'corny' or even annoying in English, dajare are popular in advertising, and are often a favourite activity producing spontaneous laughs and filling time while drinking sake. Dajare are sometimes associated with 親父 (oyaji, meaning old man, as an 'old man' would be most likely to attempt dajare) by the younger generation.