At this point we’re sure everyone’s seen certain footage from a certain concert that went viral at the end of last week, but that’s not what we want to discuss. In fact, the general internet reaction has got us thinking, is it always the right thing to jump on a trend? 

Our feeds have been truly flooded with meme-able moments, satirical reactions and viral comments. Even extending to LinkedIn, but is a clip from a concert actually relevant to your business offering? Has it actually taught you something valuable about team building, or are you just jumping on a global trend that comes at someone else’s expense?  

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Alongside this trend, we feel it’s important to highlight the resulting fake news being shared. An alarming number of stories have been shared since the original video claiming to know people involved, or specific circumstances surrounding the story. We’ve decided not to share any of these stories specifically as they’re not true, and we don’t want to perpetuate a false news cycle. There’s also been a number of fake accounts launched, claiming to be people personally involved with the story. A specific account garnered 100K+ follows in a matter of days and is now using the account to advertise travel deals and meditation apps, despite the footage all being stolen from a different account, not even closely linked to the original story.  

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Having said this, there have been plenty of trends in the 7 months of 2025 alone that have been net positive. Some of these trends can be positively utilised by businesses as a way to shout about your work, or let your audience get to know your team better. For example the AI doll trend, easy enough to jump onto, giving your audience some fun facts about your team inside and out of work. Or you could go for propaganda I am/aren’t falling for an easy way to highlight some mundane parts of your life that help you to make sense of the world. This trend worked especially well for travel brands, highlighting travel hacks or lesser-known alternative to popular travel destinations.  

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More currently, the Nothing beats a Jet2 holiday voiceover has well and truly blown up! We can likely all quote the deal available what saving that means for a family of four (it’s £200 off, in case you’re living under a rock). The audio from the ad has gone globally viral, often placed over shots of users at a peak experience (see it being dropped in raves as the drop in the Jess Glyne track, or people actually using it over their holiday footage) or more commonly users deep in the pits (see people in dodgy hotel rooms, or being flung around violently while tubing).  

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Zoe Lister, the VO artist for the ad has also been capitalising on her viral moment, posting content to her TikTok and Instagram with the caption “When your voiceover’s gone global, but nobody realises what a big deal you are”. Even doing stage appearances at Leeds Pride and a feature on Capital. 

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Is this virality good for Jet2? In general, yes. The audio has created a fan base, there’s no one at the butt of the joke (unless you’re using it for self-deprecating posting, even then you’re having a laugh at yourself mostly), although there are the negative connotations as a travel brand being associated with users travel fails. Could the audio have taken on a new meme meaning that is in opposition to Jet2’s intentions? Then again, can it ever be a bad thing to have people know your ad/deal inside out? The phrase “all press is good press” comes to mind, though does that still ring true in 2025?  

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We all chase virality, we all know what it can do for numbers if you hit that sweet spot, inevitably though there can be an ugly side to global attention. At PASHN we understand the importance of being in the right place and the right time to capture your audience’s attention. In fact, we optimise our campaigns throughout to ensure we start right and end better. However, you never know what gen-pop are going to pick up and run with, so when creating ads it’s vital you stay true to your brand values as once it’s viral it’s out of your hands.