Why we love it:
The RyanAir team know that memes highlighting their audience’s Relatable Truths around holidays and flying (in this case an unexpected Small Joy) will always resonate with their audience more strongly than attempts to directly showcase the specific benefits of their offering in meme form (e.g. “When you realise you can fly to Majorca for less than £20”).
And of course, by reminding the audience of the Small Joys they may have experienced while flying in the past, they subtly stoke desire for the product anyway.
What you can learn from it:
When you’re picking an image for a relatable meme like this, the most important consideration is not whether it’s trending or uber-topical, a more evergreen pop culture reference (like this, from Amazon show The Boys), a stock image, or even your own photo…
No, the most important thing is that the image is emotive and clear. You want scrollers to be able to comprehend the meaning of the image in an instant, or the joke you’ve attached it to won’t land smoothly or on time (insert your own RyanAir joke here).
