During the latest edition of the Metro Manila Film Festival, Philippine Airlines (PAL) managed to capture public attention without screening a single entry in the official program. In collaboration with BBDO Guerrero, the flag carrier unveiled an unexpected creative project: a new in-flight safety video inspired by the emotional intensity of Filipino telenovelas.
Titled Care That Comes From The Heart, the film reimagines the often-overlooked safety briefing as a dramatic narrative rooted in local culture. Rather than relying on standard demonstrations and technical instructions, the Safetynovela weaves essential safety information into a story driven by emotion, suspense, and familiar television tropes. The result is a format designed to hold passengers’ attention from beginning to end.
For aviation and branding observers, the project represents a notable shift in how airlines approach mandatory safety communication. By embracing storytelling instead of instruction, Philippine Airlines positions safety as part of the passenger experience rather than an obligation to be endured. The initiative also highlights how cultural insight can be used to transform functional content into something memorable.
According to Alvin Miranda, Vice President for Marketing at Philippine Airlines, the campaign reflects a deliberate change in perspective. He explained that Filipino audiences naturally connect through shared stories and emotions, prompting the airline to rethink how safety messages are delivered. The Safetynovela, he said, demonstrates PAL’s intention to elevate even the most practical aspects of air travel.
From a creative standpoint, David Guerrero, Creative Chairman at BBDO Guerrero, noted that familiarity often causes passengers to tune out safety videos. By drawing on the popularity of telenovelas, the team aimed to create something passengers would genuinely want to watch. The timing, alongside the Metro Manila Film Festival, helped the project resonate with an audience already primed for storytelling.
Beyond its entertainment value, the Safetynovela reinforces PAL’s broader brand platform, Care That Comes From The Heart, which emphasizes warmth, empathy, and distinctly Filipino values. The initiative aligns with the airline’s ambition to showcase national culture not only through service, but also through creative expression across its touchpoints.
The full film is set to roll out onboard Philippine Airlines’ A350-1000 aircraft, with additional exposure planned through the airline’s official digital and social media channels. By merging safety, culture, and entertainment, PAL’s Safetynovela illustrates how even the most regulated moments of air travel can be reimagined through authentic storytelling.
