Jet2 adverts and the 'perfect family' 🙄

[Spaghetti23]

Hi,

Just seen the latest Jet2 advert with yet another family of 4. Dad - tall, tanned and ripped, mum - basically a super model. Both around 30, kids around 10, always a boy and a girl. All 'beautiful' and slim. It seems Jet2 believe this is the perfect family dynamic.

I'm not sure I've seen a family or couple of colour either. Could be wrong here though.

Don't get me wrong, I'm not naive enough to think they are the only company using looks to sell their product, but they just seem so unapologetic about it.

Maybe I've missed a more inclusive ad of theirs....

I'd rather see generally attractive people in adverts than unattractive ones ditto modelling campaigns.

Adverts are supposed to be aspirational, no one aspires to look fat or unattractive.

@scoobydoo1971
"Jet2 must be struggling to sell to their target market of beautiful people, given the abundance of last minute deals."

That may be due to the fact that they insist on torturing their passengers with that song while boarding!

Once bitten, twice shy and all that 😂

I'd like to see more people with disabilities on the tellybox.
Vastly underrepresented.

I think some people seem to think that adverts or businesses/shops etc are there as public services or social engineers.

Businesses sell to a demographic, if its the general population they are more likely to use people that represent the majority for their target demographic, in the UK that is generally speaking white people because thats the majority of the population. Advertising is sneaky and psychological there are all sorts of tricks employed in making you feel that this product is aimed at YOU and YOU want and need to buy this. So dependent on what the business is and what they're sellin, will affect what the ads look like, they're not going to include certain demographics to make people think they're all 'inclusive' if its not going to sell the product effectively.

I would think its a bit unusual these days to show an attractive nuclear family that's why these ads don't bother me but 10 years ago I would have agreed with you. I'd rather they showed a women with big slightly saggy boobs though, around 5 2". Small busty women are not represented anywhere!!

It's just marketing. Doesn't bother me. Who does buy family holiday, who do they hey make the most money from ? the exact family they are advertising I'm assuming?

"Jaydon get yous fucking arse 'ere' instead."

That's on the Beach and they say they offer holiday lounges and I just think "hopefully not when I am in them"

I am sure I have seen non white couples in the adverts. still pretty people!

Advert families seem to be almost always mixed race. It's a bit try hard tbh, because they're usually slim, attractive and able bodied so while they're saying 'look at us, inclusivity' they're still failing to represent the population as a whole.

Its not their 'job' to represent the population as a whole.

They're not a government information film, they're a business trying to flog a product

Are they not just targeting their advertising to the majority?
If you look at the results of the last census, something like 80% of people in the UK are ethnically white. The most common family type is a married male/female couple with average 1.7 children.
Stands to reason that a company selling family holidays are going to use that in their marketing.

Also, why should us gorgeous couples with adorable kids be excluded? 😅

A white, good looking family with two parents?

Burn them at the stake I say!

I agree with the pp about ads being aspirational... working purely on the "appearance" aspect, not the diversity one, I agree that the reality is less likely to make people think, "ooh, yes I want that to be me"! At the gate for our flight home on a Tui holiday this year I looked around and felt quite depressed at the general appearance of the passengers (Including me and mine) - so many were somewhat on the larger side, slightly pink from having mismanaged the sun, in crocs, grey sweats, adults in onesies in some cases (night flight), swigging cans of pop or energy drinks and digging into the massive packs of sweets you get in the airport shops, with a phone or tablet in the other hand. A far cry from some svelt, toned, bronzed family sipping water and espresso with a book or playing a game together to pass the time with their perfectly matching luggage. Which would make you book with the company?

DH and I joke that, as of a few years ago, a lot of ads seem to look a lot like our family. White dad, light skinned or mixed race black mum (very rarely a dark skinned BW) with curly natural hair (very rarely a 4C afro or braids) and mixed race kids. We’re hardly a rarity, but watching telly you’d think we represented a considerably larger chunk of the country than we do!

I think Asian representation in ads is much lower than might be expected based on their population share in the U.K. There are a lot more Asians than there are Black people in this country, but you honestly wouldn’t think it from our ads.

Healthy, attractive and Well groomed sells.
Overweight scruffy with manky teeth doesn't

There are some healthy, happy and good looking families - why should they not be represented? They are also a minority of sorts 😂

You arent though. Plenty of most other adverts are diverse.

Why shouldn't this family be represented on one advert?

I bleddy hate jet 2 adverts for the mere fact I have to listen to Jess blooming Glynne screeching every time I instantly slam the mute button

It's depressing keep seeing holiday adverts we are recently back from holiday and back to work and not going away again any time soon. I'd love another one but not happening

I swear to God, I’m going to boycott any company who pulls out a vomit inducing Christmas tv ad this year.

I want to see reindeers, snow, and Santa, or some kid with a face full of chocolate, up to their neck in tinsel.

Stop downplaying Christmas 😡

You couldn't accuse this ad of that!!

@LusaBatoosa

" I think Asian representation in ads is much lower than might be expected based on their population share in the U.K. There are a lot more Asians than there are Black people in this country, but you honestly wouldn’t think it from our ads."

++
I was about to make the same observation. To be clear I am fully in favour of diversity in advertising, it's just that I would like to see it as a more accurate representation of diversity in society. So more Asian families, more disabled and more black women (not just mixed race women). Otherwise it just comes across as non genuine diversity box ticking.

The rough "on the beach" family didn't really work either. I think you would be hard pushed to represent every diversity in this country, so they've targeted their average customer, an indigenous family with a mum, dad and 2 kids. Lots of adverts are representing same sex couples, disabled couples, religions, colours etc, but you can't represent everyone without advertising an 18-30s!

They like being able to complain.

Realistically it should be a mum wrangling three children and a big bag of passports and toys and dad sat next to them on his phone.