A travel slogan has taken over social media this summer — “Nothing beats a Jet2 holiday.” What began as a cheerful holiday destination advertisement by an airline has turned into one of 2025’s biggest viral audio memes, used by millions worldwide to soundtrack vacation fails, ironic clips, and tongue-in-cheek commentary. The Original Ad & Video The origin of the trend lies in Jet2’s long-running ad campaign, which uses the tagline “Nothing beats a Jet2 holiday” voiced by Zoë Lister, layered over the chorus of Jess Glynne’s 2015 song “Hold My Hand.” You can watch the video of the Jet2 Holidays advert below: https://www.tiktok.com/@aviation_on_tiktok2/video/7398162299090898208?refer=embed The voiceover promotes a discount — “right now you can save £50 per person, that’s £200 off for a family of four” — set against sunny holiday visuals. How It Went Viral Though Jet2 has used this campaign since the mid-2010s, it only went viral and became a popular meme in 2025 when: Users on TikTok started pairing the upbeat, polished ad audio with footage of travel mishaps, chaotic scenes, and holiday fails (e.g., zipline accidents, small hotel rooms, weather disasters). The contrast between the sunny optimism of the ad and the “reality” in the videos created an ironic, comedic effect. The sound quickly became a trending audio on TikTok, with almost 2 million video creations using the clip as a voiceover. Jet2 leaned into the trend: in April 2025, the company posted videos of staff lip-syncing to the jingle, opened a #Jet2Challenge, and offered a £1,000 holiday voucher prize to fuel further participation. The trend then spilled into mainstream media, with public figures, celebrities, and radio hosts parodying the slogan or putting their own twist on it. The meme even drew controversy when the White House used the audio in a deportation video, prompting backlash and a response from Jess Glynne, who criticized the usage. What Makes It Stick Analysts point out several reasons this campaign morphed into a viral meme: Audio + nostalgia: The familiar Jess Glynne track provides catchy hooks and emotional resonance. Juxtaposition: The contrast of the “perfect holiday” voiceover with the unexpected but real (or exaggerated) holiday calamities makes it comedic. Accessibility: Anyone can drop the audio into their clip and join the trend; low barrier to entry equals rapid spread. Brand participation: Jet2’s decision to lean into the meme itself rather than reject it helped ensure it stayed relevant. Where It Stands Now According to The Independent, the audio now has over 80 billion views on TikTok, and the tagline is used in millions of clips. The hashtag #nothingbeatsajet2holiday has amassed tens of thousands of posts. Voice actress Zoë Lister and Jess Glynne have both joined in the buzz, recreating the catchphrase or acknowledging it publicly. Some critics see it as a PR win, others as brand risk: while many memes are playful, misuses (such as in political contexts or glorification of crime) can backfire. What started as a travel promo quietly embedded like a "very simple, very demure" British marketing has now turned into a global social media voiceover. The now-viral “Nothing beats a Jet2 holiday” audio has become shorthand for ironic holiday fails, and it demonstrates how brands (deliberately or accidentally) can become meme culture in this social media age.
