A Telenovela Unfolds in Philippine Airlines' Safety Video

Of course, there's a love triangle

It’s hard to get passengers to pay attention to in-flight safety videos. So Philippine Airlines gave theirs a telenovela twist. Clocking in at over 6 minutes, the film from BBDO Guerrero rolls out important safety procedures along with a love triangle. 

The “Safetynovela” features many of the country’s top destinations, including Bohol, Boracay, Pangasinan, Malcapuya Island in Palawan and the historic Daraga Church in Albay. But viewers need to know if a bride-to-be will marry the rich man her family prefers or follow her heart and wed the man she loves. A great touch was having the oxygen masks drop during the pivotal church scene.

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“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,” says Caleb Cosico, CD at BBDO Guerrero. “Every scene had to be emotionally expressive but functionally instructional. That tension pushed us to elevate the craft at every turn.”

Directed by Marius Talumpas and starring Kelley Day, Jay Gonzaga, Khalid Abdullah, Maritess Joaquin,and Robert Seña, the Safetynovela is part of the airline’s “Care That Comes from the Heart” initiative. 

“From a storytelling perspective, we were very intentional in integrating important safety instructions into the narrative,” says Mica Dela Rosa and Caleb Cosico, CDs at BBDO Guerrero. “For example, the bumpy road on the way to the wedding became a metaphor for turbulence, complete with the lighting up of the  seatbelt sign on the dashboard. During the shoot, Philippine Airlines cabin and safety teams were present to ensure every safety prop was accurate and every instruction demonstrated correctly. From the height of the overhead bin, to the distance of oxygen masks dropping down, and even the exact placement and handling of the life vests. Every frame was carefully considered and crafted to serve both the story and the safety message.”