Philippine Airlines - 'Shining Through' | TV Commercial (1986)

Copyright (c) 1986 Philippine Airlines

Founded in 1941, Philippine Airlines (PAL) is the flag carrier of the Philippines and is the first and oldest commercial airline in Asia operating under its original name.

One of the most successful and enduring campaigns of Philippine Airlines was conceived in 1986, following the EDSA Revolution, by the fledgling Avia Communications, an agency formed by SSC&B Lintas Manila and Avellana & Associates to handle the airline’s international advertising. The result was the memorable and award-winning “Shining Through” campaign with a theme that reflected the different facets of Filipino character and the airline: warmth, serenity, charm, hospitality and jazziness.

The campaign came at a time when local headlines were carrying news of Ninoy Aquino’s assassination in 1983, communist insurgency and poverty during the Marcos regime, so the beautifully-crafted commercials, print and radio spots were a refreshing celebration of all things positive about the Philippines.


Itinatag noong 1941, ang Philippine Airlines ay ang flag carrier ng Pilipinas at ito ang una at pinakamatanda na kompanya ng eroplano sa Asya na nagmamahala sa ilalim ng orihinal na pangalan nito.

Ang isa sa mga pinakamatagumpay at matatag na patalastas ng Philippine Airlines ay inilunsad noong 1986, kasunod ng EDSA Revolution, sa pamamagitan ng Avia Communications, isang ahensya na binuo ng SSC&B Lintas Manila at Avellana & Associates upang hawakan ang international advertising ng Philippine Airlines. Ang resulta ay ang hindi malilimotan at nagwaging patalastas na “Shining Through” na may isang tema na sumasalamin sa iba't ibang mga aspeto ng katangian ng Pilipino at ang Philippine Airlines: kasiglahan, kahinahunan, kariktan, mabuting pakikitungo at kagandahan.

Ang patalastas nito ay dumating sa isang pagkakataon dahil sa mga balita tungkol sa pagpatay kay Ninoy Aquino noong 1983, insureksyon ng komunista at kahirapan sa panahon ng rehimeng Marcos, kaya ang mga magagandang patalastas, print at radio spots ay isang nakakapreskong pagdiriwang ng lahat ng mga bagay na positibo tungkol sa Pilipinas.

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