In an unexpected twist, Jet2’s holiday campaign jingle—featuring the phrase “Nothing beats a Jet2 holiday!”—has exploded across TikTok this summer, transforming from a routine airline advertisement into a globally recognized travel meme .
Originally released in the UK back in December 2022, the jingle pairs upbeat narration by voice-over artist Zoë Lister (“Nothing beats a Jet2 holiday!”) with Jess Glynne’s 2015 hit “Hold My Hand.” It had modest recognition in British advertising circles—until TikTok users recontextualized it for comedic effect.
Irony on the Go: When Travel Goes Hilariously Wrong
Gen-Z content creators began overlaying the jingle onto chaotic travel clips—like unruly camel rides, surprise bug encounters, or comical holiday mishaps—creating an ironic contrast between the jingle’s sunny promise and the chaotic reality depicted . One trend even likened the upbeat tone to the iconic “Jaws” theme—ominous fun with a tropical twist .
Meet the Voice Behind the Meme
The voice announcing, “Nothing beats a Jet2 holiday!” is that of actress and writer Zoë Lister, known for her role in Hollyoaks. She recently acknowledged her voice-over fame in interviews—admitting she never anticipated the phrase would go viral .
Rather than resisting the unexpected popularity, Jet2 embraced it. They launched a TikTok lip-sync challenge using the jingle, even offering holiday vouchers as prizes. This savvy response turned a marketing meme into an interactive campaign, deepening brand exposure and social media engagement .
Marketing Lesson for Aviation Brands
- Unpredictable Marketing Resurgence
A two-year-old ad became fresh fuel for social engagement—showing how unpredictable digital culture can revitalize traditional campaigns . - Transformation Through Irony
The meme’s ironic use—happy tune + travel mishaps—demonstrates how humor and contrast can amplify emotional resonance and virality . - Brand Amplification via Meme Culture
Jet2’s quick pivot—from bemused bystander to active participant—illustrates how brands can gain from embracing user-generated content rather than suppressing it .
Jet2’s jingle-turned-meme offers a clear case study for airline marketing in the digital age:
- Timeless jingles can find new life in modern formats.
- User creativity can breathe fresh relevance into legacy campaigns.
- Brand agility—responding fast with fun engagement—can unlock massive organic promotion.
