Like most individuals within the UK, I’ve a visceral response after I hear the sprightly tones of Jess Glynne crooning, “Darling, maintain my hand”. In any case, it could actually solely imply one factor: a Jet2holidays advert.
Whether or not it’s the lifeless of winter after the Christmas festivities are over, or on the peak of a stifling heatwave, you may rely in your TV viewing being interrupted by the announcement of a reduction of £50 off per individual (that’s £200 off for a household of 4, because the advert helpfully confirms for the numerically challenged) to a sunny beachside resort in Tenerife or one thing. And it’s unrelenting, broadcast throughout each UK TV channel that takes adverts since 2015.
Sure, you heard proper. An entire decade of Jet2 utilizing that Jess Glynne track of their adverts and slowly infecting our brains. Whereas the primary 9 years had been nothing however annoying, in some way, in 2025, this advert has become a cultural phenomenon that’s sweeping the nation.
The voice of Jet2holidays performs dwell
Exhibit A: Final weekend, the voice artist for the advert in query, Zoe Lister, was interviewed by Capital DJ (and former Radio 1 host) Chris Stark. He invited her to carry out dwell at a set at a competition in Newmarket later that day, culminating on this:
What will get me about this video is the 2 ladies quoting the low cost within the entrance row prefer it’s the nationwide anthem. This advert is now embedded within the British public’s minds after ten years of continuous onslaught, even being performed in nightclubs up and down the nation.
Jet2holidays turning into a worldwide TikTok sensation
The complete interview with Stark and Lister on YouTube even reveals that this meme has in some way gone international, with commenters from Germany and the Philippines, plus Lister mentioning Individuals complimenting her on her work.
That’s probably as a result of craze’s explosion on TikTok, with most creators sharing disastrous moments from holidays, akin to this furry second of a lady tumbling from an inflatable and going crashing into the ocean (don’t panic, the creator in query confirms on the TikTok that she’s alive). Or of this man sharing the pitiful view from his lodge room.
If you happen to turn into efficiently marketed to and purchase a flight with Jet2 (years of what we may name Costa del Sol Syndrome will do this to you), the advert even performs on the aircraft. There isn’t any escape.
However how does Jess Glynne really feel concerning the Jet2holidays meme?
Glynne, in fact, can also be conscious of this craze, Again when she was interviewed in 2023 concerning the advert, the memes hadn’t fairly taken off simply but, so she expressed sympathy for those who had been irritated by listening to it on loop, however conceded that it was “humorous”. Now, her response is much more beneficial, getting in on the TikTok motion herself.
Many followers are even going to Jess Glynne concert events and performing the enduring line themselves. In the event that they purchased an costly ticket only for that second… it was value it.
Voiceover artist Lister expressed her want to carry out with Glynne to recreate the advert dwell, and I’m sure now she’s spoken it into the ether, that’s the place this development goes subsequent. Jet2 should be completely happy with all this free publicity… even when lots of the content material is mocking the funds journey firm.
Why the Jet2holidays craze evokes 2000s nostalgia
What makes this Jet2holidays advert so important is that its virality is uncommon as of late. As streaming continues to dominate dwelling leisure, adverts aren’t fairly on the forefront of our minds as they was once within the noughties.
We’d be right here all day if I listed each earworm from that decade, however just a few embody Barry Scott and Cillit Bang (I bear in mind Bluetoothing the remix of BANG! And the filth is gone), the Churchill insurance coverage adverts with the very annoying animated canine, and naturally, the more and more ridiculous Halifax adverts with Howard, who grew to become a star in his personal proper.
These kinds of adverts in a short time picked up steam again within the day, as terrestrial TV was the principle type of leisure for the general public. These days, the method takes so much longer – ten years within the case of the Jess Glynne-accompanied social media sensation.
Jet2 isn’t the one firm that’s performed the lengthy sport, in fact – there’s CompareTheMarket with its ever-growing forged of Meerkats (I’m not offered on the current Wombat addition, sorry to this man), however the record is much more sparse as of late.
This Jet2holidays craze brings again that advert nostalgia, and I’m right here for it. Lengthy might the memes proceed.
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