Pakistan's PIA Paris flight promo revives 9/11 fear, internet asks 'was this ad made by Al-Qaeda?'

Pakistan International Airlines (PIA) resumed flights to Paris on 10 January 2025, marking the end of a four-year ban imposed by the European Union over safety concerns. The airline, which faced severe scrutiny following several crashes and a pilot licensing scandal, now operates flights twice weekly, on Fridays and Sundays. However, its celebratory advertisement announcing the resumption has ignited widespread criticism online.

The Controversial Advertisement

PIA’s promotional graphic featured a plane appearing to fly towards the Eiffel Tower, accompanied by the tagline, “Paris, we’re coming today.” A smaller caption noted the resumption of flights between Islamabad and Paris. While seemingly innocuous, the design drew instant comparisons to PIA’s infamous 1979 ad showing a Boeing 747 casting its shadow over New York’s Twin Towers—a chilling image in hindsight following the tragic 9/11 terrorist attacks.

Social Media Erupts

The advertisement quickly went viral, amassing over 12 million views. Criticism poured in, with users questioning the ad’s approval process. One user wrote, “You can’t be serious this time! This was back in the 1970s. Fire your designer!” Another remarked, “Is this info or a warning?” Satirist and columnist Kamlesh Singh added, “Is it a bird? Is it a plane? Or is it a threat?”









Netizens also highlighted the airline’s repeated missteps in marketing. Jamaal Hussain commented, “In 1979, 22 years before 9/11, @Official_PIA ran an ill-fated ad with a 747’s shadow over the Twin Towers. Yesterday, they marked the reset of Paris flights with another misstep—a plane seemingly flying straight toward the Eiffel Tower. Some lessons just aren’t learnt.”

The ad triggered a flood of memes and reactions online, with users mocking its design and historical insensitivity. One commenter suggested, “Whoever is in charge of graphics for Pakistan Airlines needs a lesson in history.” Another user warned, “France should be careful—PIA had done a similar ad with the Twin Towers before 9/11.” Others on Instagram advised redrawing the ad to avoid the impression of a potential crash.

The backlash against PIA’s ad has also reignited discussions about Pakistan’s alleged links to terrorism. The 9/11 attacks, orchestrated by al-Qaeda under Osama bin Laden’s leadership, remain a painful memory. Bin Laden, who was eventually located and killed by US forces in Abbottabad, Pakistan, in 2011, left a legacy that continues to impact Pakistan’s global reputation.

PIA’s 1979 ad, featuring a plane’s shadow over the Twin Towers, is now viewed through this lens. Critics argue that the airline’s latest Paris ad inadvertently echoes its earlier misstep, showcasing a lack of sensitivity or understanding of historical context.

As of now, PIA has not issued a formal statement addressing the criticism. The resumed flights to Paris proceed as planned, but the controversy underscores the need for cultural and historical awareness in marketing strategies. The episode also highlights the challenges faced by Pakistan in navigating its global image amid ongoing scrutiny.