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PIA Ad Sparks Controversy with Eiffel Tower Image: A Mistake or a Threat?


A new advertisement by Pakistan International Airlines (PIA) has sparked an outcry online due to its controversial depiction of a plane seemingly nosediving toward the Eiffel Tower in Paris.
The ad, which celebrates the resumption of PIA flights to Europe after a four-year hiatus, quickly went viral for the wrong reasons. The airline's post, shared on Instagram with a Bruno Mars song, shows an aircraft headed directly for the iconic landmark with the words "Paris, we're coming today."
Many viewers immediately drew comparisons to a similar PIA ad from 1979, which featured a Boeing 747 casting its shadow over the Twin Towers in New York City—just 22 years before the towers were destroyed in the September 11, 2001 terror attacks.
The graphic evoked unsettling memories of the tragedy, with some questioning whether the ad was intentional or simply poorly designed.
Social media users were quick to voice their concerns. "Is it a bird? Is it a plane? Or is it a threat?" asked satirist Kamlesh Singh, highlighting the confusion and discomfort sparked by the ad.
Others, like Jamaal Hussain on X (formerly Twitter), pointed out the irony of the airline repeating a similar mistake: "Some lessons just aren’t learnt." While some found the ad humorous, others raised more serious questions about the timing and symbolism of the image.
With Pakistan's controversial ties to the Taliban and al-Qaida, the ad's eerie resemblance to a tragic moment in history sparked criticism and discomfort. "PIA's ad draws global flak for linking itself to 9/11—a chilling reminder of Pakistan-backed terrorist Osama bin Laden," wrote one user on X. The ad came on the heels of PIA resuming flights to Paris following the European Union's decision to lift a four-year ban on the airline due to safety concerns.
The ban was imposed after a deadly plane crash in Karachi in 2020 killed 97 people. While the ad was intended to celebrate the return of the flights, many felt the graphic lacked sensitivity. Some social media users questioned the airline's decision-making process, with one commenting that the graphics team for PIA needed "a lesson in history."
Whether a marketing blunder or a calculated move to garner attention, PIA's controversial ad has certainly made an impact. In the age of social media, however, it’s hard to ignore that sometimes, all publicity is good publicity.
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