How ’80s Advertising Icon RJ Ledesma Handles Show Business and Business

Rising to fame in the 1980s as “Joey” in a soft drink commercial, RJ Ledesma had no idea of ​​the impact it would have on popular culture. Although he didn’t fully embrace the world of show business, he said he always had “one foot in the door” to acting, while pursuing other passions on the side.

In an interview with INQUIRER.net, Ledesma spoke about the early days of his career, when he auditioned for the commercial, and described it as a “privilege” to have directors who are now deceased, including Lino Brocka, Ishmael Bernal, Peque Gallaga and Jun Urbano.

“So I auditioned for the Royal advert… I didn’t understand at the time, when I was young, the cultural, you know, impact it would have. It was such a huge experience for me; it was a bit overwhelming. I was 13 at the time and I didn’t realise how big that advert would become. We did, I think, a series of 15 ads from 1988 to about 1992,” he recalled.

“I am very honored to have a series of commercials directed by highly respected directors from all of the world, all of whom are now deceased. Lino Broca to Ishmael Bernal, Peque Gallaga and Jun Urbano – it’s a great honour for me to have these two different people as directors,” he continued.

When asked why he didn’t dedicate himself entirely to show business, Ledesma replied that he didn’t really withdraw from it completely at the very beginning because acting is something he has always been able to reconcile with his other passions.

“I always had one foot in the door when I was doing showbiz. I mean, I never really got out of it. I remember the first movie I did in Star Cinema with Sam Milby and Bea Alonzo. At that time, kasabay pa niyan ‘yung teleserye ni Judy Ann and Direk Ramsey in 2009. Suddenly, I wasn’t doing much and then I did two movies at the same time. And I’m always happy when I come back. I recently did a guest role in ‘Can’t Buy Me Love,'” he shared, adding that he has an upcoming project with Gerald Anderson and Anne Curtis.

Ledesma said he would always find a way to branch out into acting, despite being a full-time businessman and editor-in-chief of his own business magazine. His business acumen helped him navigate his small food business incubator, Mercato Centrale, which he said was primarily intended to help young, aspiring entrepreneurs.

“I’m always happy to take part. It’s always an opportunity to grow, not just as an actor but as a person doing things,” he said, adding that working with other actors is always exciting for him.

“For example, it was really interesting for me to play opposite Judy Ann Santos. I was her doctor. I was better than her. When we were done, parang kinilig kaming lahat. It was like, ‘Wow, we’re doing a scene with Judy Ann.’ It’s such an honor and a privilege to work with people that you just watch on TV,” he continued.

Over the years, Ledesma has appeared in cameo and supporting roles in television shows and films such as “Magkaribal,” “My Perfect You” and “Bride for Rent.”

As someone who plays many roles — actor, entrepreneur, writer, host, diplomat, family man and, believe it or not, yoga instructor — Ledesma said he has always advised younger people to pursue whatever passions they have to the best of their ability and pray that it will be the right path for them.

“What’s important to me is that God has given you a specific set of gifts, and your job is to use them to the best of your ability,” he explained. “You can pick one passion and really pursue it. I often tell younger people that you have to be the best version of yourself that you can be. And sometimes, you know, the best person for yourself is something that you have to pray about. Because sometimes we want to be successful at one thing, but it’s not what we’re meant to be.”

“That’s why it’s very important to me to be able to do a lot of different things and then find out which one is best for us,” he continued, adding that it’s the mission of people to discover what God wants for them through discernment and prayer.

Although he has been successful in more than one endeavor, Ledesma stated that his family is the only source of fulfillment and happiness for him and his “greatest achievement” in life.

“I’m most happy for my family… We get to be together. We grew up together. That’s what’s most important to me. And secondly, God, who I believe in so strongly, the community that I live in — they give you your north star and your guide in everything you do,” he shared.