ISLAMABAD: Pakistan International Airlines (PIA) apologised after an advertisement featuring one of its planes flying toward the Eiffel Tower sparked controversy.
The advertisement also drew widespread backlash online.
To celebrate the resumption of flights to Paris after a hiatus, the airline posted an image on its official X account.
“Paris, we’re coming today”
However, the visuals were pointed out by netizens for their resemblance to the 9/11 attacks, where hijacked planes were flown into the World Trade Centre in New York, killing nearly 3,000 people.
— PIA (@Official_PIA) January 10, 2025
Social media users criticised the advertisement for its perceived insensitivity.
The image showed a PIA aircraft heading directly toward the iconic French landmark, accompanied by the caption, “Paris, we’re coming today.”
Many commenters expressed concern, with one asking, “Is this an advertisement or a threat?” Another quipped, “Paris must be on high alert by now.”
PIA spokesperson Abdullah Khan admitted the mistake and said the airline never meant to evoke such negative associations.
“Unfortunately, this was blown out of proportion, with connotations and perceptions that were not intended,” Khan told AFP.
PIA responds to backlash
It may have triggered some negative emotions, for which we sincerely apologise,” he said.
Unfortunately, this was blown out of proportion, with connotations and perceptions that were not intended.” – PIA spokesperson Abdullah Khan
The post garnered around 60,000 to 70,000 comments, with many users voicing strong objections. Some criticised the airline’s marketing team, while others made light of the situation, joking, “I would rate this art 9 out of 11.”
