It’s no secret that Married At First Sight has chins wagging in 2026. From mean girl carry on to blatant disconnections, the nation has been captivated by the drama’s of Nine’s star reality TV show. For Jetstar this has opened up a golden opportunity to market its flights to existing and prospective customers—whilst giving them a good laugh.
Late last week, Jetstar posted a light-hearted video of them proposing a plan to save farmer Luke from his disconnected wife, Mel. B&T spoke with Jetstar’s intern to talk about the importance of jumping on trends and being light hearted.
@jetstaraustraliaLuke, the man that you are♬ original sound – Jetstar Australia
“Humour is a big part of how we connect with customers, – or as I like to call them ‘my loyal fans’ – on the platforms they already use. That TikTok worked because we tapped into conversations our audience was already having,” the intern said.
Jetstar’s social content is crafted by its Marketing team — including the intern — a reflection of how central social storytelling is to the brand. With an upbeat, upfront and humorous tone focused on engagement over customer service updates, every voice on the team (yes, even the intern’s) helps shape how the airline shows up online.
The recently posted MAFS video utilises AI to make the couple in question dance, whilst explaining how Luke needs to be saved by MAFS, by getting “on the next flight”—presumably a Jetstar one. To cement this idea, Jetstar cuts to a video of a Jetstar plane taking off accompanied by a tune that sings, “get away from her broooooo.”
Cementing that it is not just a light hearted video but also marketing genius, Luke is seen dancing front and centre in an orange star costume, thanks to AI.
Unlike Jetstar’s flights, the marketing teams’ post was delayed. The post that references Mel’s disconnect was no longer accurate as the couple are now on a smoother trajectory and have come leaps and bounds.
“Even though the MAFS storyline has moved on, social trends don’t follow the same timeline – they tend to keep evolving long after the episode airs. And honestly, with MAFS changing every night, this could very well be relevant again next week,” added the intern.
This is not the first time Jetstar’s marketing team have done something like this, the team clearly have its finger on the pulse playing into The Summer I Turned Pretty hype last year.
“Jetstar’s socials are based mostly on vibes. Boss² – that’s my boss’s boss – sets the big-picture direction, and as long as we stay inside those lines, we get the freedom to shape our own tone. The guardrail is simple: be true to the brand, don’t try too hard, and if something starts feeling off, we rein it in,” the intern said.
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