From PR Disaster To Viral Meme: Jet2's Holiday Advert Analyzed

Michael

3 min read

Post on Jul 20, 2025

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From PR Disaster to Viral Meme: Jet2's Holiday Advert Analyzed

Jet2, the popular UK airline and holiday provider, recently found itself at the center of an unexpected online storm. Their latest holiday advert, intended to evoke feelings of excitement and anticipation for summer getaways, instead sparked a firestorm of online mockery, transforming a potential PR disaster into a surprisingly successful viral meme. But how did this happen, and what can brands learn from Jet2's rollercoaster ride?

The Advert: A Recipe for Meme-Making?

The advert itself, featuring upbeat music and seemingly idyllic holiday scenes, initially seemed innocuous. However, the enthusiastic, almost manic, energy of the presenter, coupled with some questionable editing choices, created a jarring and unintentionally hilarious effect. The rapid cuts, overly-positive narration, and slightly awkward scenes quickly caught the attention of viewers, leading to widespread online sharing and parody.

The Backlash and the Unexpected Turn:

Initially, social media was flooded with negative comments. Many viewers found the advert irritating, forced, and ultimately unconvincing. The hashtag #Jet2holidays became synonymous with cringeworthy advertising, attracting a torrent of sarcastic commentary and memes. Instead of damage control, Jet2 seemed to embrace the unexpected viral trend.

From Cringe to Culture:

The turning point was Jet2's (seemingly) nonchalant response to the criticism. Instead of deleting the advert or issuing a formal apology, they appeared to lean into the meme-ification, further fueling the online buzz. This unexpected strategy, often referred to as "crisis appropriation," proved surprisingly effective. The advert, once a symbol of advertising failure, became a cultural touchstone, generating significant free media coverage and ultimately boosting brand awareness.

Lessons Learned: Embracing the Unexpected:

Jet2's experience offers several valuable lessons for brands:

• Authenticity Trumps Perfection: While aiming for polished perfection is important, authenticity often resonates more powerfully with audiences. Jet2's seemingly genuine lack of concern over the negative reaction resonated with viewers who are often cynical towards corporate PR strategies.
• The Power of Self-Deprecating Humor: Embracing the mockery instead of fighting it allowed Jet2 to control the narrative, turning a negative into a positive. Self-deprecating humor can be a powerful tool in crisis management.
• The Importance of Monitoring Social Media: Jet2's quick understanding of the situation and their agile response were crucial to their success. Constant monitoring of social media is vital for timely intervention in any potential PR crisis.
• Viral Marketing Can Be Unpredictable: While planned viral campaigns are common, organic viral success, as in Jet2's case, is unpredictable and hard to replicate. The key is to be prepared to adapt and respond quickly to unexpected trends.

Conclusion:

The Jet2 holiday advert serves as a fascinating case study in how a PR disaster can be turned into a viral marketing triumph. By embracing the memes and responding authentically, Jet2 demonstrated the power of adapting to online culture and turning a potential negative into an unexpected positive. This unexpected success underscores the importance of flexibility, authenticity, and a good sense of humor in the digital age. While not every PR mishap can be salvaged in this way, Jet2’s experience offers valuable insights for brands navigating the unpredictable world of online reputation management. What are your thoughts on Jet2's handling of this situation? Share your opinion in the comments below!