The line belongs to a British comedy routine built around reading the Yellow Pages deadpan for laughs, playing on the old music-hall phrase funnier than Punch, itself a nod to the Punch and Judy puppet shows. Clipped from a television sketch and passed around as a meme, the quote caught on as a cockney seal of approval for anything unintentionally hilarious. Its staying power comes from the accent and the understatement: it praises a joke while pretending the bar was the telephone directory.