One of the most popular characters ever to have emerged from
1980s soda advertising was the irrepressible “Joey”, a prepubescent boy on the
threshold of discovering puppy love, peer pressure and juvenile angst.
Charming, quick-thinking and with the ability to get out of
potential teen troubles, Joey was the
main character in the very successful
Royal Tru-Orange campaign that ran from 1987-1989. The campaign included
a series of acclaimed TVCs featuring developed under the theme—“Ganito Talaga
Ang Buhay” (That’s How Life Really Is)---that struck a chord among young people
who related to Joey’s issue-management style—from handling his pushy barkadas, attracting
the attention of his crush (Jenny) and other rites-of-passage challenges.
Joey was ably played by Rene “RJ” Ledesma Jr., eldest son of real estate entrepreneur Rene Locsin Ledesma and Fortune Aleta, honorary consul of Monaco. The animated RJ was cast by Amy Salona of McCann who found his naturally bubbly personality perfect for the RTO campaign (after all, the tagline was—“Ikaw at Ako...Natural!”). The launch commercial, "Kuya" was directed by no less than Lino Brocka, and it would be followed by many other Joey episodes including "Teacher's Pet" and "Truth or Consequence".
youtube credit: manilabackintheday's channel
However,his performance in the “Mantika” TVC version, was what endeared RJ to the young softdrink audience—and at the 1988 Creative Ad of the Year Awards, he was named as one of the Top Ten Best Commercial Models of the Year. The Radio version of "Mantika" was named Radio Ad of the Year.
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| RJ LEDESMA AS AN ENTREPRENEUR, EVENTS HOST, COLUMNIST, BOOK AUTHOR. Source: http://philippineweddingscenes.com/743/rj-ledesma/ |
After his commercial modeling days were over, RJ finished
his schooling and was employed briefly at Procter and Gamble Philippines as a
brand manager. He left that job to work on events management, and became a
sought-after host. He never actually
left the limelight as he also flirted with acting on TV and in the movies
(Lastikman, Habang May Buhay, Magkaribal, Bride for Rent) and hosted
educational and lifestyle shows such as Math-tinik, Tahanang Pinoy, The Men’s
Room, Best Men.
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| RJ LEDESMA AS A BOOK AUTHOR. To date, Ledesma has 5 published books based on his newspaper column on The Philippine Star. Source: http://farm9.staticflickr.com/8300/7970809792_175e97072e.jpg |
RJ finished his Masters of Science in Real Estate
Development at the Maasachussets Institute of Technology and sit as the EVP of
their family business, Ledesco Development Corporation.
He is also a well-known Philippine STAR columnist since 2006
(his column “Parallel Universe”,has become the basis of 5 best-selling books), magazine
editor , events host and entrepreneur.
With his wife Vanessa Pastor-Ledesma, RJ founded the successful Mercato Centrale food market at The Fort and Soderno in Alabang. RJ and Vanessa have two children: Fortune, 3, and Rene III.
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| THE LEDESMA FAMILY. Source: http://rjledesma.com/about-rj/ |
With his wife Vanessa Pastor-Ledesma, RJ founded the successful Mercato Centrale food market at The Fort and Soderno in Alabang. RJ and Vanessa have two children: Fortune, 3, and Rene III.
RJ Ledesma may be all these, but for teens growing up in the
tumultuous ‘80s, he will be forever the young and cool Joey, who brought us
along his RTO escapades and who remained on top and in control—kahit ganito talaga ang buhay!
CREDITS: ROYAL TRU-ORANGE
‘Ganito Talaga Ang Buhay”
Agency: McCann-Erickson Philippines
Advertiser: Royal Tru-Orange (Coca Cola Bottling Co.)
youtube credits: RJ Ledesma channel, manilabackintheday's channel
Who played jenny???
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