Fortune reveals new tone for 2014

Fortune Pharmacal has given up its long-running emotional approach to story telling, opting instead for a more lighthearted approach with a series of new ad campaigns for its prescription business.The campaigns, consisting of three TVCs, outdoor, point-of-sale and print executions, will run throughout the year.Teddy Leung, group creative director of Metta Communications, the creative agency behind the campaign, told Marketing that was a challenge for the medical brand to strike a balance between a playful and professional image.“Maintaining a professional image is critical to pharmaceutical brands," he said. "But at the same time we are trying to adopt a refreshing tune and we need to make sure that it cannot be overdone, it is a challenge.”In the “Historical Events” commercial, Leung featuring major Hong Kong events in a timeline was a jab to one of its rivals.Historical Events branding commercial:https://www.youtube.com/watch?v=FgKrpKxOM0YColtalin-GP Extra product-driven commercial:https://www.youtube.com/watch?v=Sx1IxZ4v8PMChildren Coltalin Cold & Flu Series product-driven commercial:https://www.youtube.com/watch?v=skv1tQiX5IICredits:Agency: Metta CommunicationsGroup Creative director: Teddy LeungArt Directors: Yarla Fung, Yann ChengCopywriter: Anderson WanAccount Service: Iris Chan and Yvonne ThongMedia: Fortune Pharmacal