'Paris, We Are Coming Today,' And How Pakistan International Airlines Post Is Both Threatening And Hilarious

Some airlines are known for innovation, luxury, and exceptional service. They often strive to provide cutting-edge technology, unparalleled comfort, and a seamless travel experience to attract and retain customers.

While some airlines shine better than others, Pakistan International Airlines (PIA), however, has carved a niche as the world’s most chaotic aviation brand.

At least to the internet.

From tales of passengers standing in aisles on overcrowded flights to bizarre rituals involving goat sacrifices, PIA has built a legacy of jaw-dropping headlines. And PIA has again came up with a surprise.

Intentionally or not, PIA has created a marketing image that looks more like a threat than an announcement.

Through PIA's official X (formerly Twitter) account, the company posted an image of one of their aircraft seemingly plunging into the Eiffel Tower in Paris, accompanied by the caption: “Paris, we are coming today.”

Unsurprisingly, the internet was quick to notice the ill-conceived imagery, which evoked memories of a controversial advertisement PIA created in the 1970s, where it depicted a plane’s shadow looming ominously over the Twin Towers.

Social media users were ruthless in their responses.

The world may never forget how the the Twin Towers, which were part of the World Trade Center complex in New York City, became an enduring symbol of tragedy due to the September 11, 2001, terrorist attacks. On that day, hijackers from the terrorist group Al-Qaeda took control of four commercial airplanes. Two of these planes, American Airlines Flight 11 and United Airlines Flight 175, were deliberately crashed into the North and South Towers of the World Trade Center, respectively.

The attacks caused both towers to collapse within hours, resulting in the deaths of nearly 3,000 people and leaving thousands more injured.

While no Pakistanis were involved in 9/11, the discovery of Osama bin Laden in Abbottabad left a lasting stain on the country’s image.

And now, the Eiffel Tower blunder added fuel to those associations, blending poor judgment with dark humor.

"First, they wanted to shadow skyscrapers, now they’re going straight for landmarks. Bold marketing strategy!" said one user in the comments.

"PIA: where every flight feels like an episode of 'Final Destination.'" commented another.

The tweet also reignited memories of PIA’s greatest hits—a string of infamous blunders that have made it a recurring internet punchline. From the bizarre to the downright absurdities.

In the past, reports said that an overbooked PIA flight allegedly forced passengers to stand in the aisle because no seats were available.

Then, there was the the goat sacrifice ritual, where a ground crew sacrificed a black goat at Islamabad Airport for good luck, sparking global ridicule.

Also, there was the forgotten passenger mishap, where PIA forgot a passenger, and left the person stranded at a layover airport while the flight took off.

While PIA caught headlines for doing what airlines shouldn't, another X user joked that it's maybe a marketing success.

The message is bad, but it may actually be "genius."

While the tweet’s fallout was swift and merciless, it wasn’t entirely surprising.

PIA’s history of gaffes suggests a brand that thrives on unpredictability—for better or worse.