Hong Kong airline Cathay Pacific has had to send a new plane back to the paint shop after the company's name was spelled incorrectly on it.
Some social media users found the error amusing while others saw it as a sign of declining standards across the airline industry.
But the airline later saw the amusing side and tweeted: 'Oops this special livery won't last long!
Whoever painted the Cathay Pacific aircraft somehow managed to miss out a crucial letter.
In a Facebook post, the airline wrote "Breaking!"
It's unclear how the mistake was made and who is responsible, but the South China Morning Post reports that it will likely cost the airline several thousand dollars to fix.
Marketing stunt or not, Twitter users took the opportunity to make gags at the airline's expense. "We have stencils. [There] should be a blank gap in between letters if it was a real mistake". It arrived in Hong Kong in the early hours of Wednesday morning, having been part of the fleet since 2004.
Twitter users were quick to savor this most titanic of typos.
I guess the "F" isn't working on someone's keyboard.
The airline's in-flight entertainment manager also got in on the act.