Who's the Real Master
The latest Flying Eagle Medicated Oil advertisement, “Flying Eagle – The Real Master’s Choice”, premiered on November 12, 2024. The story begins with Hong Kong’s iconic neon signs, setting the stage for an intense showdown at the Hong Kong Dai Pai Dong
“Eagle’s Stir-Fry King”.
In the ad, Flying Eagle Bro (played by Raymond Lam) and The Challenger Kid (played by Angus Yeung) face off in a fierce battle over Ah Ching’s (played by Wong Ching-yee) signature BBQ pork rice. As they duel, Flying Eagle Bro, a true martial arts master, skillfully counters every move of The Challenger Kid—who suffers from sprains, joint pain, and bone spurs—using his years of training in the Flying Eagle Claw technique.
The ad then introduces Flying Eagle Medicated Oil, infused with Notoginseng, Safflower, and the Sisheng* formula, as The Challenger Kid applies it to instantly relieve his pain. The message is clear: Flying Eagle – Real Master’s Choice for pain relief!
Characters Introduction
Flying Eagle Bro
Stunt: Flying Eagle Claw
"Flying Eagle, the true king!"
The Challenger kid
martial arts skills, he is held back
by various pains due to
neglecting muscle and
joint issues.
Stunt: Kicking table
Ah Jeng
"Eagle's Stir-Fry King"
Stunt:
Flying gang barbecued pork rice
"Cool!"
Flying Eagle's "The Real Master's Choice" Campaign Wins Silver at the MARKies Awards 2025
We are delighted to announce that our proprietary Chinese medicine brand, Flying Eagle Medicated Oil (飛鷹活絡油), has earned industry recognition at the MARKies Awards Hong Kong 2025, winning the Silver Award in the “Best Idea – Launching/Rebranding” category.
This award recognises the creativity and strategic thinking behind our campaign, “Flying Eagle – The Real Master’s Choice” (飛鷹至係真王道), which successfully reintroduced the brand to a new generation of consumers while reaffirming its place in the market as a trusted household name.
About The MARKies’
The MARKies Awards are among the region’s most respected accolades for marketing and creative excellence, celebrating campaigns that demonstrate both innovation and effectiveness. With participation from a wide range of leading brands and agencies, the competition was particularly strong each year, making this recognition highly meaningful for our team.
About The Campaign
From BBQ pork rice to medicated oil—this campaign demonstrated the powerful impact that arises when creativity aligns with brand and product relevance. By strategically tapping into Hong Kong’s nostalgic dai pai dong (大排檔) street food culture and popular cinematic references, the campaign adopted a multi-lever creative approach. It skillfully combined cultural references, celebrity endorsement, product education, and the introduction of a distinctive brand mascot to forge a meaningful and memorable connection with consumers.
At the centre of the campaign was a premium TV commercial featuring popular local celebrities Raymond Lam (林峰), Tony Wu (胡子彤), and DJ Bonnie Wong (阿正/黃正宜). Together, they brought to life “Flying Eagle Bro (飛鷹哥),” a martial arts-inspired character designed to embody the product’s heritage and vitality. The character’s now-iconic “Flying Eagle Stand (飛鷹站)” pose, prominently displayed on a large-format billboard at the Star Ferry Pier, quickly went viral. The striking visual earned the nickname “Hong Kong’s Glico (固力果) Billboard,” becoming a key moment in the campaign’s broad-based promotional rollout, which spanned television, digital, outdoor, and social media platforms.