Pakistan International Airlines’ Paris flight ad sparks outrage for unintended 9/11 parallels

The backlash was swift and overwhelming, with many social media users expressing outrage over the insensitive design, given the lasting impact of the September 11 attacks. Some humorously suggested the image resembled a threat more than an advertisement, while others condemned the airline for seemingly disregarding historical sensitivity. This outcry highlighted the failure to recognize the gravity of such imagery, especially when it remains fresh in the collective memory.

Hyderabad: Pakistan International Airlines has ignited controversy with its new advertising campaign to refresh flights to Paris. Being graphic art isteps or hints to a PIA aircraft flying in the direction of the Eiffel tower reminds many of one 1979 advertisement showing the shadow of an aircraft over the Twin Towers, the site of the tragic 9/11 attacks. Shared on January 10, the ad went on to become viral and drew only negative reactions from social media users who felt that the image left much to be desired.

The immediate crushing backlash saw a groundswell of users expressed their nauseating displeasure at how such an insensitive design could be green-lit when millions are still very aware of the devastating effects of the September 11 attacks. Some remarked humorously that it looks like a threat than an advertisement, and some criticized the airline for having seemingly fed such historical events to the dogs.

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This social media storm comes as PIA resumes direct flights to Paris after a four-year suspension that followed an EU ban due to safety concerns. The return of PIA to Paris was eagerly anticipated, but the airline marketing faux pas has overshadowed its efforts to rebuild its reputation. The carrier’s reaction to the situation has not been immediate, with the post having reached millions of views and incited great mockery.

As PIA tries to return to its days of reckoning within international aviation, better checks to safeguard against such phenomena and an actual appreciation of the sensibilities in its future promotional campaigns would be the need of the hour.