Royal Jordanian taps into a trending scandal with wit and real-time relevance

The trigger? A viral incident involving Andy Byron, the now-former CEO of Astronomer, at Coldplay’s Budapest concert, where he was filmed kissing the company’s HR chief during the band’s performance. The clip instantly set social media ablaze, prompting backlash, memes, and ultimately his resignation. 

While his departure sparked speculation and jokes, Royal Jordanian and longtime agency Adpro& swiftly hijacked the moment with a tongue-in-cheek Instagram post that read:

“There’s a CEO vacancy in the USA.


Fly to Apply
Amman – New York


Starting at JOD 499”

Our wings… Your cold play."

The ad offered a practical twist (discounted flights for "applicants"), not just another meme.

“It was a wingless craft on a runway. We gave it wings and hoped to take off at the right time. No copywriter would want to miss a chance like that,” commented Nicolas Mukarker, Head of Copy.

This is indeed real-time marketing done right. It was simple, bold, fast. And it worked. The internet lit up.

With zero media spend and a creative execution bordering on meme logic, the ad sparked overwhelmingly positive reactions across major platforms, generating exceptional organic engagement —700,000 organic reach in less than 24 hours —Royal Jordanian’s highest in five years. 

It is mostly praised online for its wit and creativity, with some saying, “You beat Ryanair this time with creativity. Well played.”  

The reference to Ryan Air is because the low cost airline has gained a reputation for its tongue-in-cheek marketing, especially on social media, where it frequently leverages trending topics and viral moments.

“This was one of those opportunities that was just too obvious to ignore. It was right there, we had to jump on it,” said Mohammad Al-Nazer, Senior Art Director at Adpro& Group. “Creatively, it needed to feel raw and real. Nothing overly polished.”

 It wasn’t just the public reacting. The ad was reshared by regional influencers, aviation bloggers, and even international marketing pundits, hailing it as a masterclass in cultural agility.

“The simplicity of the idea, the execution, and the impact it generated all prove that scale and reach don’t always require a budget,” added Rizek Jildeh, Head of Strategy at Adpro& Group.
“With the right social listening and cultural awareness, a timely, well-placed idea can drive massive share of voice — even with minimal, or in this case, zero spend.”

Royal Jordanian’s Chief Marketing Officer, Karim Makhlouf, echoed the sentiment: “This moment shows how important agility is in today’s digital landscape. When a brand can respond quickly, with the right tone and cultural awareness, it becomes part of the conversation rather than just observing it.”

Royal Jordanian’s CEO vacancy ad is a textbook example of timely, sharp, culturally-embedded marketing — comparable to Ryanair’s real-time engagement strategy, but locally tailored and packed with context.

What is certain is that both brands show that agility, wit, and relevance are critical for going viral in today’s airline marketing landscape.

When done right, it helps the brand stay at the heart of trending conversations, keeping it visible well beyond its core travel offering. The return on impact can often far outweigh the investment like in this case, it cost nothing — and flew.