Pakistan order probe after airline’s disturbing Paris flight ad backfires

Pakistan International Airlines (PIA) has once again found itself at the centre of controversy after a social media post intended to celebrate the resumption of its European flights backfired spectacularly. Prime Minister Shehbaz Sharif has ordered an investigation into the matter following widespread backlash over the ill-conceived advertisement, as per a report by Geo TV.

The contentious post on PIA’s official X account featured an image of an aircraft seemingly heading towards the Eiffel Tower, accompanied by the caption, “Paris, we are coming today.”

The attempt at celebration quickly turned into a PR disaster, as many online users drew disturbing parallels between the image and the 9/11 terror attacks. Nearly 3,000 lives were lost during the 2001 attacks when hijacked planes crashed into the Twin Towers in the World Trade Centre in New York City.

Pakistan’s Deputy Prime Minister and Foreign Minister Ishaq Dar, while addressing the upper house of parliament, quoted Prime Minister Sharif, calling the post an act of “stupidity” and confirmed that authorities had been directed to investigate who approved the advertisement, Geo TV reported.

Dar also expressed serious concern over the captions accompanying the post.

The backlash over the advertisement has been swift and merciless. Political scientist Ian Bremmer quipped on Threads, “Pakistan air needs a new graphic designer,” reflecting the general sentiment online.

The internet wasted no time turning the fiasco into a meme fest, with many recalling a similar PIA ad from 1979. That ad featured a Boeing 747 casting a shadow over New York City’s Twin Towers—a chilling coincidence in hindsight. This latest misstep has led many to question whether PIA has learnt anything from its past mistakes.

Social media users are questioning whether PIA’s graphics team needs a crash course in history. One user asked, “Whoever is in charge of graphics for Pakistan Airlines needs a lesson in history. What the hell is this!”

PIA’s public relations blunders are not new. In 2016, the airline made headlines when its ground crew sacrificed a goat on the tarmac for good luck.

Now, with the European Union lifting a four-year ban on PIA due to safety concerns, the airline’s attempt to announce its Islamabad-Paris flight resumption on January 10 has severely misfired.