ISLAMABAD (AP) — Pakistan’s national airline, Pakistan International Airlines (PIA), issued a statement on Thursday in response to a controversial advertisement that sparked criticism for allegedly evoking memories of the September 11 attacks. The ad in question, posted on X by PIA on January 10, features an illustration of a plane superimposed over the French flag and tilted towards the iconic Eiffel Tower in Paris, accompanied by the text “Paris, we’re coming today.”
While the advertisement was not in video format, it garnered significant attention due to its perceived insensitivity given its imagery and timing. The day the ad was released coincided with PIA resuming flights to European Union countries following a four-year ban imposed by the bloc’s aviation safety agency.
Social media users swiftly voiced their displeasure with the ad, prompting Prime Minister of Pakistan to call for an investigation into the matter. Deputy Prime Minister Ishaq Dar later condemned the ad as an act of “stupidity.”
In response to the backlash, PIA spokesman Abdullah Hafeez clarified on Thursday that the advertisement was intended solely to celebrate the airline’s resumption of flights to Europe and was not meant to cause distress to survivors of the 9/11 attacks or the families of victims. Hafeez expressed surprise at the negative reaction to the ad, stating, “We apologize to those who feel the advertisement hurt them. We want to make it clear that we had no intention to hurt the feelings of anyone.”
Explaining the choice of imagery in the ad, Hafeez highlighted that the Eiffel Tower was featured as it is recognized as one of the world’s most iconic landmarks. The advertisement, which remains active and has garnered over 21.2 million views, drew attention to PIA’s restoration of services to Europe after the ban.
The restrictions placed on PIA in 2020 stemmed from a tragic incident in which 97 individuals lost their lives in a plane crash in Karachi, Pakistan. The then Aviation Minister Ghulam Sarwar Khan attributed the crash to pilot error, revealing that an investigation uncovered instances of cheating by nearly a third of Pakistani pilots during their exams.
The ban on European flights had significant financial implications for PIA, resulting in an estimated annual revenue loss of approximately $150 million. Despite these challenges, the airline worked towards addressing safety concerns and meeting regulatory standards to resume operations in the European market.
It is important to note Pakistan’s historical connections to the September 11 attacks, with the country playing a role in the detention of Khalid Sheikh Mohammed, one of the masterminds behind the tragic events. Furthermore, in 2011, Osama bin Laden was killed in a U.S. military operation in Pakistan, underscoring the complex geopolitical dynamics at play in the region.
As the controversy surrounding the advertisement persists, PIA remains committed to addressing concerns raised by the public and ensuring that future marketing efforts uphold sensitivity and respect for all individuals affected by tragic
