Philippines – Philippine Airlines (PAL) is demonstrating its care for customers in its latest campaign with BBDO Guerrero.
The ‘Care That Comes From the Heart’ campaign highlights how PAL’s crew and staff embody Filipino hospitality with the care they provide to customers, and how their service is rooted in the heart.
Building on PAL’s ‘The Heart of the Filipino’ tagline, the campaign film titled ‘Alaga,’ which means care in Filipino, shows how PAL goes beyond routine to provide exceptional customer service.
The film, directed by Joel Limchoc, is available for viewing across PAL’s social media channels.
“Filipino care is unlike any other; it’s shaped by generations of shared experiences and a deeply ingrained culture of compassion. 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,” Alvin Miranda, vice president of Marketing at Philippine Airlines, said.
David Guerrero, creative chairman of BBDO Guerrero, commented, “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.”
