Darling hold my hand.
The spirit of mid-range escapism from reality on a package tour.
Summer 2024 was Espresso, a fizzy, flirtatious ode to tiny coffees, bigger crushes and TikTok-primed sass. Before that, we had As It Was, Blinding Lights, Despacito with each attempting, in its own way, to soundtrack a summer generation’s mood. But 2025? This year’s anthem doesn’t come from a pop star. It comes from a package holiday commercial.
The Jet2 Holidays jingle (yes, that one) has quietly dethroned the hot-girl-summer and blinding lights soundtracks. A riot of bargain logic and poolside optimism, it doesn’t open with metaphor or mood. It opens with math and frugality: “Save £50 per person! That’s £200 off for a family of 4!” and builds into a beach-bar banger complete with sax drop and a BPM scientifically calibrated to accompany suitcase wheels across a terminal floor.
And it’s not ironic. Not even kitsch. It’s earnest, aggressively so. In an age of warfare contracts, transatlantic economic swordplay and climate-coded dread, this jingle doesn’t sell you a vibe, it sells you a week in the Canaries, full board, with airport transfers included.
You’ll hum it in the shower or in Aldi (they must be playing it often there too). And when it ends with “package holidays you can trust,” you might find yourself believing it not because it’s true, but because it’s so cheerfully certain. In the 2025 summer season of uncertainty, the best we can hope for is 7 nights, all-inclusive, ATOL protected.