Caring for Every Matter — Advance Pharmaceutical 樂信
A beloved Hong Kong pharmacy brand returning to TV after years away. We gave it a multigenerational family story, an original brand song, and 477,000 reasons why the son's version hit hardest.
2023
由小到大 同樣重視 — EVERY MATTER DESERVES CARE.
The world is obsessed with big moments. Advance Pharmaceutical's insight was quieter, and more honest: personal struggles — a headache before an exam, a cough in the middle of a busy workday, a fever that nobody else notices — don't feel small to the person experiencing them. Care should never be compared.
The creative platform built a multi-generational narrative around three family members, each carrying their own version of "small" against the backdrop of their "large." A father pushing through a headache to meet his deadline. A mother managing a household while nursing a cough nobody asked about. A son facing his exams with a fever he didn't want to mention. Three characters. Three 15-second portraits. One brand that saw all of them.
I directed the full production alongside director Rony Kong — a 1-minute brand film plus three character-focused spots, shot with a warm, cinematic atmosphere that felt like Hong Kong family life rather than a pharmaceutical ad. The musical strategy was deliberate: an original brand song that opened with an intimate, emotional melody and built to a rhythmic, energetic finale — care as momentum, not comfort.
The tagline that held it all together: 樂信時刻關心 身邊每家人.
477K+ views on the "Son" version alone — the campaign's most emotionally resonant character.
158K+ views on the "Father" version across social platforms.
Full product range — six core products including cold relief, cough suspension, and analgesics
City-wide presence: full-page AM730 newspaper ads, bus seatbacks, and super-side OOH wraps.
Re-established Advance Pharmaceutical as an empathetic life companion for Hong Kong families — not just a medicine brand, but the one that actually noticed.
