PIA’s promo ad for Paris flights evokes 9/11 terror

Pakistan International Airlines' (PIA) social media post, celebrating the resumption of flight services to Paris after a four-year hiatus, has been met with shock and disbelief on the internet. The object of everyone’s ire is the unfortunate creative chosen for the momentous occasion – an image of a PIA plane flying uncomfortably close to the Eiffel Tower along with the tagline “Paris, we’re coming today.”

The promo—either by chance or design—looks very similar to the images of the September 11 terrorist attacks of 2001 when two passenger planes were driven into New York’s Twin Towers, claiming 2,977 lives.

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The ad seems more sinister in the context of Al-Qaeda, the group behind the 9/11 attacks, which had strong ties to Pakistan in terms of in terms of funding, logistics, and training. Osama Bin Laden, the alleged mastermind of the 9/11 attacks, was also discovered and killed in Abbottabad, Pakistan by the US Navy Seals.

The irony of the ad was not lost on the internet, who expressed their outrage, disbelief and sheer insensitivity of the promo ad. Some also questioned whether it was a veiled threat to Paris.

“Is this a warning,” read the topmost comment on the airlines’ Instagram post.

“I rate this art 9 out of 11,” quipped another.

“I might recommend redrawing this so that the aircraft doesn’t look like it’s about to crash into the Eiffel Tower. Seriously, it’s amazing that you continue to employ some of the most inept, talentless, semi-literate copywriters and graphic designers,” wrote another user.

“I will personally pay for y’all to get a new creative agency,” said a well-meaning commenter.

While the ad went viral across the world, some of the criticism for the promo ad came from Pakistan. Despite all the brickbats, PIA has refused to budge and the ad still stands on the national carrier’s Instagram page, even following up with a “Paris, we’ve arrived” post. No official comment has been made regarding the post termed as “tone deaf” by many netizens.

The promo celebrated the resumption of flight services from Pakistan to Paris after a four-year hiatus. The national airliner faced numerous challenges due to the suspension of flights along the route, including pricey airfares and cumbersome transport of mortal remains of Pakistani citizens.