Philippine Airlines turns pre-flight safety video into Filipino telenovela with BBDO Guerrero

Philippine Airlines (PAL) has reimagined the familiar pre-flight safety video as something few would expect: a full-fledged Filipino telenovela. Titled “The Safetynovela,” the campaign, created by BBDO Guerrero Philippines in collaboration with Arcade Film Factory, blends entertainment and education in unmistakably Pinoy fashion.

This six-minute film follows the release of the 60-second Safetynovela and taps into the country’s deep cultural affinity for storytelling, transforming essential safety instructions into a narrative that feels more like an in-flight drama than a procedural announcement. Beautifully framed scenes showcase some of the Philippines’ most iconic destinations, including Bohol, Boracay, Pangasinan, Malcapuya Island in Palawan, and the historic Daraga Church in Albay. Much of the film was shot at the heritage estate of Hacienda Santa Rosalia in Manapla, Negros Occidental, adding authenticity, texture, and a strong sense of place.

The concept draws inspiration from the Philippines’ long-standing love affair with telenovelas. Decades of homegrown dramas filled with colourful characters and storylines have kept Filipinos glued to their screens. Today, the Philippines continues to rank among the countries with the highest average screen time and online video consumption, underscoring the nation’s appetite for entertainment. Philippine Airlines has leveraged these cultural insights to deliver a new kind of informative storytelling – one that brings safety messaging to life at 30,000 feet.

The Safetynovela sparked widespread conversation on social media, drawing positive reactions from local celebrities, personalities as well as Filipino television directors and scriptwriters, while also gaining international recognition from global publications – including Grammy-nominated singer Charlie Puth.

More importantly, audiences shared how the story helped them engage more deeply with the safety instructions themselves, with one netizen noting, “I’ve never actually paid attention to an inflight safety video this much from start to end. Despite the emotional pull, every instruction came through clearly and stayed with me.”

Alvin Miranda, Vice President for Marketing at Philippine Airlines, said: “As the Heart of the Filipino, Philippine Airlines always looks for ways to connect meaningfully with our passengers and champion Filipino culture in everything we do. The Safetynovela is a reflection of our renewed promise of Care That Comes from the Heart, showing that safety, too, can be delivered with warmth, creativity, and Filipino emotion.”

Caleb Cosico, Creative Director at BBDO Guerrero, added: “This project demanded precision. We had to deliver regulatory safety information clearly while crafting a story compelling enough to hold one’s attention to the end. Every scene had to be emotionally expressive but functionally instructional. That tension pushed us to elevate the craft at every turn.”

David Guerrero, Creative Chairman at BBDO Guerrero, said: “The brief was simple but ambitious: take something passengers tend to overlook and make it unforgettable. The result is a piece of branded storytelling rooted in culture, insight, and creativity which is the kind of work that shows how entertainment and utility can coexist when the idea is strong.”

The Safetynovela launch forms part of the flag carrier’s ongoing modernization efforts and brand reinvigoration under Care That Comes from the Heart, a philosophy that reflects PAL’s commitment to delivering world-class service that remains distinctly Filipino—warm, genuine, full of heart—and a reminder that aviation innovation is not limited to technology but can also emerge from cultural insight and genuine human connection.

The trailer previewed at the 2025 Metro Manila Film Festival and made its in-flight debut on December 29 onboard PAL’s newest A350-1000 fleet, before rolling out on December 31 across PAL’s digital platforms. Directed by Marius Talumpas and starring Kelley Day, Jay Gonzaga, Khalid Abdullah, Maritess Joaquin, and Robert Seña.

For those who have not seen it yet, The Safetynovela is now showing on all international Philippine Airlines flights and can also be watched online through PAL’s official YouTube and Facebook pages.