A British budget airline’s decade-old advertising jingle has unexpectedly become a global summer anthem, fueling a viral TikTok trend that merges travel mishaps with humor—and giving the company a major publicity boost. Jet2, known for affordable European flights, has seen its tagline “Nothing beats a Jet2 holiday” surge in popularity, paired with Jess Glynne’s 2015 single “Hold My Hand,” as users worldwide share vacation bloopers, flight delays, and comedic travel fails. Over 1.2 million TikTok videos now feature the sound, many using it to parody the highs and lows of summer getaways.
The campaign’s reach extends far beyond the airline’s UK roots. While Jet2’s commercials have dominated British television since 2015, TikTok has amplified its jingle into an international phenomenon. Hannah Cowton-Barnes, a UK-based writer, noted the ad’s once “unrelenting” presence on local TV, but its transformation into a meme has introduced the brand to new audiences. Publications like Vulture and Forbes have labeled the trend a seasonal staple, with its irreverent tone resonating as travel anxiety rises post-pandemic.
The virality has spotlighted key figures behind the original ad. Jess Glynne, whose song underpins the trend, recently joined the platform, earning 4 million views for a TikTok celebrating her role in the meme. Meanwhile, Zoe Lister, the voice actor behind the iconic tagline, has gained recognition beyond studio work, with invitations to festivals and radio shows to perform the catchphrase live. Jet2’s 2022 commercial, now exceeding 1 million YouTube views, has also seen renewed interest.
For the airline, the timing aligns with its announcement of record annual profits. Capitalizing on the momentum, Jet2 launched a TikTok lip-sync contest offering £1,000 prizes, further engaging the platform’s creative community. The trend’s organic growth reflects how brands increasingly benefit from user-generated content, blending nostalgia with modern humor. While travel mishaps remain a universal experience, Jet2’s accidental rebranding as a meme-worthy companion offers a case study in the power of viral marketing—proving that even flight delays can’t ground a catchy jingle’s appeal.