Ryanair has taken its public clash with Elon Musk to a new level, launching a deliberately provocative marketing campaign that openly mocks the billionaire entrepreneur following his online poll about buying the airline.

The confrontation began after Musk, the owner of Tesla, SpaceX, Starlink and the social media platform X, asked users whether he should acquire Ryanair and “restore Ryan as their rightful leader.” The poll quickly gained traction online, drawing global attention and triggering a sharp response from Europe’s largest low-cost airline.

Rather than issuing a conventional statement, Ryanair chose satire. The airline rolled out a tongue-in-cheek campaign branded as a “Big Offer for Idiot Seats,” sending a promotional mock-up via email to millions of subscribers.

The image depicts Elon Musk and Ryanair CEO Michael O’Leary standing on a base labeled “Big Idiots.” In the illustration, O’Leary is shown holding a sign reading “I Love Ryanair,” appearing to strike Musk, while Musk holds a red Tesla model with a miniature rocket placed by his side—clear references to his business empire. The imagery was designed to amplify the airline’s irreverent brand voice while directly targeting Musk himself.

How the Dispute Began

The feud escalated earlier in the week when Musk publicly questioned the airline’s ownership and leadership, repeatedly calling for the dismissal of long-time CEO Michael O’Leary. Ryanair, founded in 1984, has long been associated with O’Leary’s outspoken and confrontational public persona, making the clash highly visible.

The roots of the disagreement lie in comments made by O’Leary about Starlink, SpaceX’s satellite internet service. O’Leary said he would not consider installing Starlink across Ryanair’s fleet, citing concerns over additional fuel costs caused by the weight and aerodynamic drag of the antenna mounted on aircraft cabins.

Musk responded by accusing O’Leary of being misinformed. O’Leary fired back with a blunt personal insult, setting off a cycle of public jabs that quickly spilled onto social media and into Ryanair’s marketing channels.

Branding Through Provocation

Ryanair’s campaign reflects its long-standing strategy of using controversy, humor and provocation to stay in the public spotlight. By turning a social media dispute into a mass email campaign, the airline transformed an online argument into a viral marketing moment, reinforcing its image as an unapologetically disruptive brand.

The episode highlights how corporate rivalries and executive personalities increasingly play out in public view, blurring the lines between business strategy, social media theatrics and advertising. For now, Ryanair appears content to keep trolling, while Musk’s poll-driven provocation continues to fuel one of the most unusual corporate spats of the year.