Hey growth getters!

Did you know that the viral “Nothing Beats a Jet2 Holiday” TikTok sound shows how legacy advertising assets can resurface as viral social content years later. Smart brands don’t just wait for virality; they ride the wave, engage authentically, and turn memes into measurable campaigns.

What Happens with Jet2?

For weeks, many TikTok users’ FYP have been dominated by a familiar sound, a brief audio clip of British singer Jess Glynne’s 2015 hit, “Hold My Hand,” followed by a British woman’s declaration that “nothing beats a Jet2 holiday,” who boasts about the money people can save by booking Jet2 vacations.

• Jet2, a low-cost British airline that offers vacation packages through subsidiary Jet2holidays, has used Glynne’s song in commercials for years, and the viral TikTok sound comes from a 2024 commercial narrated by voice actress Zoe Lister.

• Despite the audio’s upbeat mood, most of the videos that related to the audio, also gone viral and shown shocking or disastrous moments, like a person getting knocked over by the splash from a water slide, a woman almost getting hit by a rebounding axe at a throwing range and an elephant grabbing a woman’s face with its trunk as she vacations in Thailand.

• The most-liked video that uses the sound, which has racked up a huge 35 million likes, shows someone opening an expansive curtain in what appears to be a hotel room, only to reveal a surprisingly small window.

• In recent days, social media users have used the sound to accompany videos of various disasters, including videos of flooding in the New York City subway amid heavy rainfall.

How is Jet2 using this Meme?

1. Jet2 leaned into the trend instead of ignoring it.

2. They launched new vacation package deals using discount codes tied directly to the viral sound.

3. Their voice actress (Zoe Lister) embraced her sudden fame, appearing on radio shows, festivals, and even performing live.

4. The brand integrated the meme into real-world activations: Pride festival sponsorship, DJ sets, and concert moments with Jess Glynne herself.

The Jet2 case proves one thing:

Even ads from years ago can go viral again when trends suit them up. For marketers, the lesson is simple: stay agile, keep your assets ready, and never underestimate the power of a good soundtrack.

That’s it for this week.

Good campaigns get seen. Great campaigns get shared. Let’s make yours the latter 🏃‍♂️💛

Monica & Co Business Advisory Team

P.S.

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