Philippine Airlines Turns the Safety Video into a Telenovela

Philippine Airlines has reimagined the familiar pre-flight safety video by presenting it as something entirely unexpected: a Filipino telenovela. Titled The Safetynovela, the project blends storytelling and safety instruction in a format that feels closer to an in-flight short film than a standard procedural reminder.

Rather than relying on repetition or spectacle, The Safetynovela draws viewers in through narrative. The safety instructions are embedded naturally into a story that unfolds on screen, allowing passengers to stay engaged without losing sight of the information that matters. The film also serves as a visual tour of the Philippines, featuring locations such as Bohol, Boracay, Pangasinan, Malcapuya Island in Palawan, and the historic Daraga Church in Albay. Several scenes were filmed at Hacienda Santa Rosalia in Manapla, Negros Occidental, adding texture and a sense of place that grounds the story in Filipino heritage.

The idea takes cues from the country’s long-standing relationship with television drama. Filipino telenovelas have shaped viewing habits for decades, with audiences drawn to emotionally driven stories told over time. Today, the Philippines continues to rank among the world’s highest in screen time and online video consumption. Philippine Airlines built on this cultural reality, using a familiar storytelling form to deliver information passengers often overlook.

Since its release, The Safetynovela has generated strong discussion online. Local celebrities, television directors, and writers shared positive reactions, while international attention followed from global media and public figures, including Grammy-nominated artist Charlie Puth. Many viewers also noted that the format helped them absorb the safety instructions more clearly. One comment summed it up simply: it was the first time they watched an in-flight safety video all the way through and remembered the details afterward.

Alvin Miranda, Vice President for Marketing at Philippine Airlines, described the project as part of the airline’s broader effort to connect with passengers on a more human level. He explained that The Safetynovela reflects the carrier’s promise of Care That Comes from the Heart, showing that safety communication can be both clear and culturally resonant.

The release is part of Philippine Airlines’ ongoing brand refresh and modernization efforts. It reinforces the idea that innovation in aviation does not only come from new aircraft or systems but can also emerge from cultural understanding and thoughtful storytelling.

The Safetynovela was first previewed at the 2025 Metro Manila Film Festival. It made its in-flight debut on December 29 aboard the airline’s newest A350-1000 aircraft and rolled out across digital platforms on December 31. The film was directed by Marius Talumpas and features Kelley Day, Jay Gonzaga, Khalid Abdullah, Maritess Joaquin, and Robert Seña. Production was handled in collaboration with BBDO Guerrero and Arcade Film Factory.

The full video is now showing on all international Philippine Airlines flights and is also available through the airline’s official YouTube and Facebook channels.