More than entertainment and safety: BBDO Guerrero’s viral PAL safety video’s goal is to be absorbed

MANILA, PHILIPPINES – In a world of uncertainties, ensuring passengers pay attention to in-flight safety videos is a constant challenge. These briefings are important, as they provide the knowledge needed to navigate emergency situations.

To break through the apathy, Philippine Airlines, in partnership with BBDO Guerrero, released the first-ever in-flight “Safetynovela.”

Titled Care That Comes From The Heart, this campaign reimagines traditional aviation safety by leaning into the high-stakes drama and iconic narrative of Filipino telenovelas.

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While the video covers all the standard safety protocols, it does so with a creative twist: the instructions are delivered within the setting of a traditional Filipino home, a church, and a beach. Complete with overdramatized dialogue and relatable characters, the video feels less like a lecture and more like a scene from a beloved television series.

It was all Philippine Airlines’ idea

In an exclusive interview with adobo Magazine, Creative Directors Mica Dela Rosa (Copy) and Caleb Cosico (Art) shared behind-the-scenes insights into the campaign’s success.

Since aviation companies face strict safety regulations, the duo explained that the Safetynovela was made possible through close collaboration between the client, the agency, and the production house.

When BBDO Guerrero received the brief from Philippine Airlines, the objective was clear: execute a creative concept that would immediately capture passengers’ attention and encourage them to watch the video in its entirety.

Because the project remained a functional safety tool, the team crafted a narrative that seamlessly followed the sequence of guidelines set by the Civil Aviation Authority of the Philippines (CAAP) while incorporating classic Filipino television narratives.

They integrated familiar themes — forbidden romance, family obligations, and the classic “Itigil ang kasal!” (Stop the wedding!) moment — to ensure passengers remained fully engaged.

This vision was realized through a high-caliber creative team, as the creative directors noted: “Another important factor was having a passionate director and production team who understood the kind of storytelling this material needed — from casting and production design, to cinematography, music, and even to the smallest details — and brought it to life in a way that stayed true to Filipino soap operas. Director Marius Talampas and Arcade Film Factory masterfully executed the film as a beautiful cinematic piece, with music by Hit Productions Inc., color grading by Barebones Inc., and production supervision by Just Add Water Inc.”

During production, the team prioritized clarity, explaining that they “didn’t want to sacrifice comprehension for a quick laugh;” consequently, several jokes they loved were cut to ensure the instructions remained easy to follow.

Ultimately, the team was careful not to produce “entertainment for its own sake,” ensuring every creative decision was made with “restraint and respect” for the video’s primary safety mission.

Pushing the ‘Filipino-ness’ further

Regarding the challenges faced during the process, the creative directors revealed their goal of pushing the concept’s “Filipino-ness” to resonate with both local and international passengers.

“We also made sure to utilize universally understood themes, such as familial obligations and love against all odds, and treated the safety video as an instrument that introduces them to the culture, humor, and charmingly dramatic personality of the Filipino people,” Mica and Caleb explained.

The effort proved successful as Philippine Airlines, working closely with the production team and the agency, approved the final cut; furthermore, to ensure total compliance, the video received the official seal of approval from PAL Safety, cabin teams, and CAAP.

Comprehension and recall: The main goals of Safetynovela

Despite the rise of short-form content and shrinking attention spans, the agency is confident that many viewers “willingly and wholeheartedly” watched the entire six-minute video, as evidenced by the reviews and comments received.

However, their primary objective extended beyond mere attentiveness; the team aimed to maximize comprehension and recall to ensure viewers were not just entertained, but also truly understood aircraft safety protocols.

Through close monitoring of audience responses, the agency noted that viewers successfully identified specific procedures, such as assuming the brace position based on seat type, while others discovered the location and operation of life vests for the first time.

“Those reactions became qualitative proof that the safety instructions weren’t just seen, but absorbed,” Mica and Caleb said.

An unexpected response

Beyond achieving their safety objectives, the creative directors noted an unexpected surge of public pride and excitement in the comments.

They also revealed that international viewers who had never considered the Philippines as a travel destination are now “eager to fly Philippine Airlines just to experience the safety video in flight.”

In an era where attention is the most difficult currency to capture, the Safetynovela proves that the solution to short attention spans isn’t necessarily shorter content, but deeper connection. By prioritizing clarity through culture, the campaign demonstrates that when safety is taught with “Care That Comes From The Heart,” passengers don’t just watch — they remember.