Pakistan International Airlines is in the process of rebranding. Like many other airlines, PIA is trying to reinvent themselves and improve their reputation, which historically hasn’t been very good, in terms of safety, onboard product, and service. PIA also has the highest employee to aircraft ratio of any airline in the world, which is a unique distinction to have.

This week the airline has formally rebranded and introduced their new livery. The tail of every plane will have a markhor on it, which is the national animal of Pakistan. The new livery looks pretty cool and is a modern refresh for the airline, but what I find most confusing is how they’re revealing the new livery.

The airline has uploaded what might be the most aspirational and unusual airline marketing video I’ve ever seen, on so many levels. First of all, the airline has chosen to reveal the new livery on the A380, which PIA most definitely doesn’t have. You’d think they’d reveal the livery on a plane they actually have, but…

But beyond that, this video is just so, so, so strange. It seems like it’s made with the sole intention of using as many unnecessarily big words as possible, even if they don’t make a whole lot of sense. When you think PIA, do you really think about “an over-arching and guiding passion to scale the heights of aviation and service excellence?”

Or this quote:

“Here we stand on the precipice of a new horizon as the bearers of bonds and the transporters of connection. Our cargo is emotion.”

Alrighty then…

Check out the full video:

Anyone else find this video as strange and aspirational as I do?

(Tip of the hat to ray)