The Jet2 Holiday Advert: How A PR Risk Became A Meme Opportunity

James

3 min read

Post on Jul 21, 2025

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The Jet2 Holiday Advert: How a PR Risk Became a Meme Opportunity

The internet moves fast. One minute you're innocently enjoying a catchy holiday advert, the next you're facing a PR crisis that's spiralled into an unexpected meme sensation. That's precisely what happened to Jet2, a popular UK budget airline, with their latest holiday commercial. The advert, designed to evoke feelings of summer sun and carefree getaways, instead became a viral talking point – and not always for the reasons intended. But how did a seemingly innocuous advert transform into a meme-worthy moment, and what can other brands learn from Jet2's experience?

The Advert and the Backlash:

Jet2's holiday advert featured upbeat music, sun-drenched beaches, and happy holidaymakers. However, a specific scene – involving a rather enthusiastic dance sequence – caught the attention of online viewers. Many found the dancing somewhat awkward and unintentionally hilarious, leading to a rapid spread of comments and memes across social media platforms like Twitter, TikTok, and Instagram. The initial reaction was a mixture of amusement and criticism, with some accusing the advert of being cheesy or cringeworthy. This sparked a PR risk – negative publicity that could potentially damage the brand's image and deter potential customers.

From PR Crisis to Meme-Worthy Moment:

Instead of trying to suppress the negative feedback, Jet2 demonstrated a remarkable ability to adapt and embrace the unexpected. Rather than issuing a defensive statement, the airline appeared to take the criticism in stride. This allowed the momentum to shift. The humorous nature of the situation created fertile ground for meme culture to flourish. Users started creating their own versions of the dance, adding their own spin and making it even funnier. The awkwardness became a shared experience, transforming the initial negative sentiment into something positive and engaging.

Jet2's Smart Response: Embracing the Memes:

What truly turned the tide was Jet2's response. Instead of ignoring the online buzz, they actively engaged with the memes. They reposted user-generated content, participated in the conversations, and even subtly acknowledged the awkwardness of the dance sequence, showcasing a refreshing level of self-awareness and humour. This clever approach not only defused the potential PR crisis but also significantly boosted their brand awareness. It demonstrated that Jet2 understood its audience and wasn't afraid to laugh along with them.

Lessons Learned for Brands:

Jet2's handling of this situation provides valuable lessons for other brands navigating the unpredictable world of online PR:

• Embrace Authenticity: Genuine engagement with your audience builds trust. Avoid canned responses and strive for authentic communication.
• Monitor Social Media Closely: Staying informed about online conversations is crucial for identifying and addressing potential PR issues quickly and effectively.
• Don't Fear Negative Feedback: Negative comments can be opportunities for improvement and engagement. Addressing concerns head-on demonstrates transparency and responsibility.
• Leverage the Power of Memes: When appropriate, embrace the humour and use memes to your advantage. It can create a sense of community and positive brand association.

The Future of Jet2 and Viral Marketing:

The Jet2 holiday advert serves as a prime example of how a PR risk can be turned into a successful marketing campaign. By embracing the memes and engaging with its audience, Jet2 not only avoided a PR disaster but also generated significant positive brand awareness and strengthened its connection with its customers. It's a masterclass in reactive marketing and a reminder that sometimes, the best response to a viral moment is to simply join the fun. While this wasn't a planned viral marketing campaign, it highlights the importance of agility and adaptability in today's fast-paced digital landscape. And who knows? Perhaps we'll see the Jet2 dance make a triumphant return in future adverts.

Keywords: Jet2, Jet2 advert, holiday advert, viral marketing, PR crisis, meme, social media, brand awareness, online marketing, crisis management, digital marketing, meme marketing, viral campaign, public relations, social media marketing.