Nothing beats a Jet2 holiday

ECD / Strategy

Following the acquisition of HOME Agency, we inherited the Jet2 account at a point when Nothing Beats a Jet2 Holiday was highly recognisable but losing momentum.

Rather than refresh the campaign, we reframed the concept, moving it into an energised social space and directly into culture. What began as owned creative evolved into a globally scaled earned-media phenomenon, as audiences paired the audio with holiday mishaps and unexpected moments.

The result was unprecedented. The earworm spread organically across platforms, generating 2.8 million TikTok videos, 11.8 million social posts, 1.4m+ user-generated videos and 80 billion global views, becoming one of the defining cultural moments of 2025.

The cultural impact was matched commercially, with Jet2 reporting a 10% increase in annual profits.