‘Alaga’ film takes flight in Philippine Airlines’ latest campaign via BBDO Guerrero

Philippine Airlines (PAL) has launched the ‘Care That Comes From the Heart’ campaign, created by BBDO Guerrero Philippines, breathing new life into PAL’s iconic ‘The Heart of the Filipino’ tagline.

The “Alaga” film – named after the Tagalog word for Care, highlights the source of deep and meaningful care provided by PAL’s crew and staff that makes Filipino hospitality above the ordinary. The campaign emphasizes PAL’s dedication to provide an experience that transcends routine and service – something heartfelt and rooted in the Filipino tradition of going above and beyond.

“Filipino care is unlike any other; it’s shaped by generations of shared experiences and a deeply ingrained culture of compassion,” said Alvin Miranda, Vice President of Marketing at Philippine Airlines. “Collaborating with BBDO Guerrero on this campaign has been a seamless partnership — their creative vision delivered the perfect story about how we put our hearts into everything we do. That’s the message we’re proud to share with the world.”

David Guerrero, Creative Chairman of BBDO Guerrero, said: “With ‘Alaga,’ we aimed to capture the essence of Filipino care — a type of hospitality that is warm, intuitive, and inherently generous. It’s been a joy to work with Philippine Airlines to bring their unique service philosophy to our screens.”

The “Alaga” film directed by Joel Limchoc can be viewed on PAL’s official social media channels, including Facebook, Instagram, TikTok, and YouTube. Discover how ‘Care That Comes From the Heart’ defines every journey with Philippine Airlines.