Like most individuals within the UK, I’ve a visceral response once I hear the sprightly tones of Jess Glynne crooning, “Darling, maintain my hand”. In spite of everything, it will possibly 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 possibly can 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 have been nothing however annoying, someway, 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 pageant in Newmarket later that day, culminating on this:
What will get me about this video is the 2 women 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 changing into a worldwide TikTok sensation
The total interview with Stark and Lister on YouTube even reveals that this meme has someway gone world, with commenters from Germany and the Philippines, plus Lister mentioning People complimenting her on her work.
That’s seemingly because of the 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.
For those who turn into efficiently marketed to and purchase a flight with Jet2 (years of what we might name Costa del Sol Syndrome will try this to you), the advert even performs on the airplane. There is no such thing as a escape.
However how does Jess Glynne really feel in regards to the Jet2holidays meme?
Glynne, in fact, can also be conscious of this craze, Again when she was interviewed in 2023 in regards to the advert, the memes hadn’t fairly taken off simply but, so she expressed sympathy for those who have 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 live shows and performing the enduring line themselves. In the event that they purchased an costly ticket only for that second… it was price 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 pattern goes subsequent. Jet2 have to be completely happy with all this free publicity… even when quite a lot 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 lately. As streaming continues to dominate residence 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 embrace Barry Scott and Cillit Bang (I keep in mind Bluetoothing the remix of BANG! And the dust 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 turned a star in his personal proper.
These types 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 quite a bit 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 solid of Meerkats (I’m not offered on the latest Wombat addition, sorry to this man), however the listing is much more sparse lately.
This Jet2holidays craze brings again that advert nostalgia, and I’m right here for it. Lengthy could the memes proceed.
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