Philippine Airlines recently launched a new promotional campaign created with renowned advertising agency BBDO Guerrero Philippines.
Titled The Care That Comes From the Heart, the new campaign breathes new life into PAL’s iconic slogan The Heart of the Filipino.
The centrepiece of the campaign is a short film titled Alaga which is the Tagalog word for “care.”
The film casts the spotlight on the meaningful and sincere care provided by PAL’s crew and staff, an aspect deeply rooted in the traditions of Filipino hospitality.
According to PAL vice-president of marketing Alvin Miranada, Filipino care is unlike any other; it’s shaped by generations of shared experiences and a deeply ingrained culture of compassion.
Miranda said: “Collaborating with BBDO Guerrero on this campaign has been a seamless partnership: their creative vision delivered the perfect story about how we put our hearts into everything we do. That’s the message we’re proud to share with the world.”
Capturing the spirit of deep-seated care
BBDO Guerrero creative chair David Guerrero said of the film: “With Alaga, we aimed to capture the essence of Filipino care: a type of hospitality that is warm, intuitive, and inherently generous. It’s been a joy to work with Philippine Airlines to bring their unique service philosophy to our screens.”
Directed by Joel Limchoc, Alaga can be viewed via the official PAL social media channels.
