"The message, set to Jess Glynne's 2015 song Hold My Hand, was meant to emphasize reliability and comfort. In 2025, however, TikTok users began using the audio in a very different way. Instead of polished travel clips, the sound was paired with videos showing holiday frustrations, such as tents collapsing in high winds, hotel rooms with underwhelming views, transport delays, and other familiar mishaps. The contrast between the upbeat narration and the visuals made the format easy to follow and understand."
"Instead, a long-running advertising slogan paired with a familiar pop song drifted beyond its original purpose and became part of online culture. The joke did not depend on Jet2 itself, which helped the trend spread well beyond the airline's customer base. Within months, the sound appeared in approximately 11.8 million social media posts and generated more than 80 billion views across platforms."
Jet2's long-running slogan "Nothing beats a Jet2 holiday" paired with Jess Glynne's 'Hold My Hand' migrated onto TikTok in 2025. Users repurposed the upbeat audio to showcase holiday frustrations and ironic mishaps, creating a widely recognized format that spread beyond the airline's customer base. The sound featured in about 11.8 million posts and generated over 80 billion views across platforms. The viral exposure coincided with an increase of roughly 750,000 passengers over six months. Jet2 opted not to intervene and allowed the trend to continue organically, maintaining high visibility, particularly among younger users.
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