A recent social media firestorm has engulfed airline Jet2 after a controversial White House video, featuring a viral audio clip from a Jet2holidays advert, promoted deportation, prompting a swift disclaimer from the airline.

The contentious video depicted individuals being handcuffed and escorted onto a plane, accompanied by the caption: “When ICE books you a one-way Jet2 holiday to deportation. Nothing beats it!” This clip utilized the hit song “Hold My Hand” by Jess Glynne, which had become a popular meme in recent weeks, associated with the airline’s holiday promotions.

Initially, Jet2.com and Jet2holidays had embraced the widespread use of their branding in a humorous context, noting its virality and ability to “put a smile on many people’s faces,” mirroring the joy of their actual holidays. Their corporate messaging had previously celebrated the organic spread of the audio.

However, the tone shifted dramatically upon the White House’s adoption of the viral audio for a politically charged deportation video. A spokesperson for Jet2 clarified that while they appreciate lighthearted use of their branding, they “do not endorse” content that promotes deportation or is used in such a serious and controversial manner.

Singer Jess Glynne, whose song “Hold My Hand” is at the heart of the viral audio, expressed profound distress over its use in the deportation video. The artist unequivocally stated that the social media post made her feel “sick,” emphasizing that her music is fundamentally about “love, unity, and spreading positivity – never about division or hate.”

The audio clip had transcended its original advertising purpose, becoming a significant cultural phenomenon on platforms like TikTok, where it featured in over 1.9 million videos. Its catchy nature and adaptability made it a prime candidate for various internet trends, both innocuous and, as seen, politically weaponized.

Earlier in the month, Glynne had even engaged with the meme playfully, recreating the advert’s audio live on Capital Breakfast with voiceover artist Zoe Lister. She humorously acknowledged the temptation to incorporate the viral phrase into her live performances, but stressed the importance of maintaining the integrity and serious intent of her music.

This incident is not an isolated one, as the White House has previously utilized internet memes and viral content on its social media platforms to convey political messages, highlighting a recurring strategy of leveraging popular culture for communication, albeit with varying degrees of public and artistic reception.