Jet2’s Unexpected Meme Moment - When a PR Dream Risks Becoming a Disaster

15 July 2025 by Matt Trace in General

Jet2’s recent holiday advert was everything a brand team could want: glossy visuals, aspirational messaging, and a polished line: “Nothing beats a Jet2 holiday.” The problem? Social media didn’t agree. TikTok users quickly hijacked the line, pairing it with clips of flight delays, chaotic hotel scenes, and holiday fails.

What started as a multimillion-pound ad buy became a meme overnight. For Jet2, the question is simple: do you fight it, ignore it, or lean in?

The Risks of Losing Narrative Control

In today’s comms landscape, brands no longer “own” their message once it’s released. If the public sees a disconnect between glossy advertising and lived experience, they’ll rewrite the script themselves. Jet2’s aspirational line turned ironic precisely because customers wanted to highlight the gap between promise and reality.

Embracing vs Resisting the Meme

Some brands have tried to shut down memes, which is usually a mistake. Others, like Ryanair, have embraced humour and turned self-mockery into a social strategy. For Jet2, the opportunity is to show they get the joke and respond in a way that feels human, not defensive.

Key Takeaways for Brands

• Test for irony: In 2025, the question isn’t “does this slogan resonate?” but “how could this be twisted?”
• Have a reactive plan: Campaigns need a crisis-lite comms strategy for viral reinterpretations.
• Join the conversation: The worst response is silence. If your audience is laughing, acknowledge it and guide the narrative back to brand values.

For PR and marketing professionals, Jet2’s experience is a reminder that big campaigns can spark small revolutions. The real question is whether you ride the wave, or get swept away.