Philippine Airlines and BBDO Guerrero turn in-flight safety video into a safetynovela
Philippine Airlines (PAL), in collaboration with BBDO Guerrero Philippines, has reimagined a familiar onboard moment as an unexpected creative highlight during the Metro Manila Film Festival (MMFF). Though not part of the festival’s official lineup, the airline drew widespread attention with its new in-flight Safetynovela, a safety video inspired by the heightened drama of the Philippines’ most beloved telenovelas.
Titled ‘Care That Comes From The Heart,’ the film reframes conventional aviation safety messaging through culturally rooted storytelling. Replacing standard procedural demonstrations with narrative tension and emotional storytelling, the Safetynovela delivers mandatory safety information in a format designed to engage passengers rather than be overlooked.
For industry watchers, the film marks a notable moment in entertainment and branded experience. It shows a flag carrier leaning fully into cultural insight to make a mandatory piece of safety communication connect meaningfully with passengers.
Alvin Miranda, Vice President for Marketing at Philippine Airlines, said: “This project challenged us to rethink safety communication from the ground up. Filipino audiences connect through story, emotion, and shared cultural language so we embraced that truth. The Safetynovela reflects our commitment to elevating even the most functional parts of the journey.”
David Guerrero, Creative Chairman at BBDO Guerrero, added: “We are all familiar with in-flight safety videos, and this familiarity can lead people to pay less attention to them. Working with Philippine Airlines, we wanted to change that by tapping into the love people have for Telenovelas and creating one they’d watch all the way to the end. The Metro Manila Film Festival is the perfect stage for the Safetynovela, connecting us with an audience that loves a good story.”
The Safetynovela serves as a creative bridge between safety and entertainment, aligning with PAL’s brand platform, Care That Comes From The Heart, which centers on genuine Filipino warmth and emotion. It also affirms the flag carrier’s mission to champion Filipino culture across its products and services.
The full film will soon debut onboard PAL’s A350-1000 aircrafts, with additional viewing available on the airline’s official social media channels.
