Philippine Airlines reinvents the classic safety video with a Telenovela twist

Philippine Airlines (PAL) has turned the familiar pre-flight safety video into something no one saw coming: a full-on Filipino telenovela. Introducing The Safetynovela, a world-first for the airline industry that brings together entertainment and education in true Pinoy fashion.

The Safetynovela taps into that cultural affinity in a thoughtful way, turning essential safety instructions into a short film that feels more like an in-flight drama than a procedural announcement. Beautifully framed scenes highlight some of the country’s top 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 which added authenticity, texture, and a sense of place.

The concept takes inspiration from the Philippines’ long-standing love affair with telenovelas. Decades of homegrown dramas with different colorful stories kept Filipinos glued to their screens. And now, the Philippines continuously ranks in the top spot as one of the countries with the highest average screen time and online video consumption, proving just how much Filipinos value entertainment. Philippine Airlines used these cultural truths to bring a new kind of informative storytelling to the skies.  

https://www.youtube.com/watch?v=2UkTBuEx-ek

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.”

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, the Safetynovela was produced in collaboration with BBDO Guerrero and Arcade Film Factory.

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.