"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."
"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. At that point, the slogan had shifted from advertising copy to a widely recognized reference."
"Jet2 did not plan to create a viral moment. There was no influencer-led campaign or social media stunt designed to dominate the TikTok platform. Instead, a long-running advertising slogan paired with a familiar pop song drifted beyond its original purpose and became part of online culture. Over the course of six months, that unexpected exposure coincided with a measurable jump in bookings by adding roughly 750,000 passengers to the airline's total."
A Jet2 advertising slogan set to Jess Glynne's song was repurposed on TikTok into ironic clips showing travel mishaps, not polished travel content. The audio accompanied videos of tents collapsing, poor hotel views, delays, and other frustrations, enabling the format to spread beyond the airline's customer base. The sound featured in roughly 11.8 million posts and more than 80 billion views across platforms. Jet2 chose not to intervene and allowed the trend to continue organically. Over six months the unexpected exposure coincided with increased demand, adding approximately 750,000 passengers to bookings and boosting brand visibility among younger travelers.
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