If someone had told you five years ago that a straightforward holiday jingle would become the unofficial anthem of TikTok, you might’ve laughed them off. But then came Jet2. The UK-based airline’s unassuming tagline — “Nothing beats a Jet2 holiday!” — has transformed into one of 2025’s most surprising viral hits. And the best part? Jet2 leaned in and turned the internet’s joke into a marketing masterstroke.
Let’s rewind for a moment. In late 2022, Jet2holidays rolled out its national advertising campaign across television, radio, digital, and even classic billboards. The premise was clear: stress-free, affordable, and joy-filled holidays were just a Jet2 flight away. Families laughing, beaches glowing, music swelling—Jet2’s formula was familiar but executed with flair. The spots weren’t just selling holidays, they were selling a feeling. You didn’t need the Maldives when you had Mallorca, minus the hassle.
The campaign did its job. It was emotionally resonant, charmingly over-the-top, and loaded with the kind of confidence package holidays are built on. But no one could’ve predicted what would happen next. Fast forward to mid-2025, and suddenly, teenagers were shouting “NOTHING beats a Jet2 holiday!” in classrooms, living rooms, and locker rooms. What happened?
TikTok happened.
A single, exaggerated parody of the Jet2 voiceover kicked off what would become a viral trend. Kids mimicked the now-iconic slogan in absurd, everyday settings—getting out of bed, eating cereal, even taking out the trash. The contrast between the mundane setting and the overly enthusiastic delivery of the line was pure gold. Within weeks, the soundbite was everywhere. TikTok’s algorithm did what TikTok does best—amplify the bizarre and catchy.
Now, brands are usually slow—or worse, cringeworthy—when reacting to internet memes. They either ignore the moment or respond in a way that feels forced and “how do you do, fellow kids.” But Jet2 did something smart: they played along.
Instead of tightening their grip on the brand message, Jet2 loosened it. They launched a TikTok Creator Competition, inviting users to submit their own takes on the viral line. They engaged with creators, liked posts, commented, and celebrated the meme as if they were just another user laughing along. It wasn’t damage control—it was fuel for the fire.
By embracing the trend, Jet2 gained something no budget can buy: cultural relevance. Young people suddenly had a surprisingly strong association with a brand their parents probably used. Jet2 went from being a holiday provider to being part of the joke—an inside joke shared by millions.
What’s important here isn’t just the virality. It’s the readiness. Jet2 didn’t wait for a social team to meet next Monday. They responded while the trend was hot. Their decision to support user creativity, rather than stifle it, paid off in brand warmth, reach, and unexpected love from a notoriously ad-averse generation.
There’s a lesson here for advertisers and marketers alike. You can’t always plan a viral moment—but you can be prepared for one. If your brand becomes the butt of a joke, don’t run from it. Join in. Guide the laughter instead of trying to silence it. In Jet2’s case, their original ad wasn’t even meant to be funny. But that didn’t matter. It was memorable, exaggerated, and heartfelt—making it the perfect playground for meme culture.
So the next time your slogan takes an unexpected detour onto TikTok, remember Jet2. Sometimes, the best marketing move is simply to laugh with the internet — and let the algorithm fly you to your next destination.