In brief
Pakistan International Airlines is under fire for a provocative advertisement depicting its plane flying toward the Eiffel Tower. Social media users liken it to the tragic events of 9/11. An investigation has been ordered by Prime Minister Shehbaz Sharif following widespread criticism.
Pakistan International Airlines (PIA) is in hot water after releasing an advertisement that features a plane seemingly flying towards the iconic Eiffel Tower in Paris. The intention behind the ad was to celebrate the resumption of flights to the French capital, accompanied by the slogan "Paris, we're coming today." However, this promotional campaign has ignited a wave of backlash.Many users on social media quickly noted that the imagery evoked memories of the September 11, 2001, terrorist attacks in the United States, where hijacked planes were used to strike buildings. Comments ranged from calls for PIA to "fire your marketing manager" to outright questions about whether the ad served as a threat to those familiar with history. One social media user expressed their outrage: "Is this an advertisement or a threat?"Since its release, the advertisement has garnered over 21 million views on X, amplifying the criticism. In response to the mounting ire, Prime Minister Shehbaz Sharif has ordered an investigation, with Deputy Prime Minister Ishaq Dar also condemning the content, according to Pakistan’s Geo News.The devastating 9/11 attacks resulted in nearly 3,000 deaths and were orchestrated by a terrorist group led by Osama bin Laden, who was subsequently located and killed in Pakistan in 2011. Khalid Sheikh Mohammad, accused of being the mastermind behind these attacks, was arrested in the country in 2003, making the topic a sensitive one.Prominent Pakistani journalist Omar Quraishi expressed his disbelief regarding the ad's lack of foresight: "Did the airline management not vet this? Do they not know about the 9/11 tragedy - which used planes to attack buildings? Did they not think that this would be perceived in similar fashion?" PIA has yet to issue a public statement addressing the controversy.This incident is not the first for PIA, which has a history of controversial marketing. In 1979, the airline released another advertisement that featured a shadow of a plane over the Twin Towers. Other controversies have included staff practices aimed at warding off "bad luck" and pressure on employees to meet weight requirements. The latest ad controversy marks another chapter in the tumultuous history of Pakistan International Airlines.
