Joey de Leon: It’s fun to pun

Wit is hardly a word that crops up about comedians these days. Looks – or the lack of it – and plain rudeness seem to be the standard with which comedians are often appraised these days. The challenge is to sustain one’s popularity amid the finicky system of show business. One day, your act is hot, the next it’s not.

Good thing there are still a handful of witty ones around. Among them is Joey de Leon, the great punster. He’s been in the business for so long and is showing no signs of fading away.

Recent events in his career prove he is still a force to reckon with., what with a record out, his songs enjoying radio play, numerous TV shows that rate high among viewers and an endorsement of Dunkin’ Donuts, the country’s leading donut chain.

Wit is the best thing Joey has to offer – it’s a secret of his staying power. This is quite evident in his scripts or songs, novelty or not. It’s not surprising that he’d rather be known as a writer-comedian than merely as the latter of the hyphenated title. Joey creates as much as he performs. The writer in him acknowledges the fact that everything under the sun can be good material for comedy. He has never ran out of ideas. Whether it’s a comedy script he’s writing, a children’s song or serious ballad, Joey’s materials smack of a writer’s keenness.

"My being a celebrity is incidental," Joey says. Writing is the love that’s long ago spoken its name. After all, he says, "to pun is fun!"

Joey admits he got into writing first out of necessity. There were not enough projects to work on as a performer during his younger days. He decided to learn a few more skills and luckily for us, he decided to write.

He has stayed on for so long – to the delight of the audience that has grown up with him and those who continue to appreciate his knack for turning what is ordinary to extraordinarily funny. "Comedy is just the abnormalization of the normal," Joey says.

Long before Hollywood chalked-up the idea of spoofing Tarzan with George of the Jungle, dressing up Robin Williams in Mrs. Doubtfire, Joey de Leon donned Tarzan’s loincloth and swung from tree to tree via Starzan, put on a dress, wig and make-up to re-invent himself as Barbie. These are ideas that found themselves on the scripts of his blockbuster movies. He conceptualized Iskul Bukol, Todas and Eat Bulaga. While the earlier two have long gone off the air, they are still remembered. Is it surprising that the latter is still here today?

These days, novelty songs are his cup of tea. Joey believes that "if one can write novelty, he can write anything." Joey also sidelined to write scripts for peers. "I’ve written scripts for Apeng Daldal and Bert Marcelo," he revealed.

Joey’s writing talent will be far more appreciated when one learns he has worked on other projects not necessarily made to make people laugh. For instance, he wrote Ipagpatawad Mo and Balatkayo. A lot of his songs have been for VST & Company. These are still sung in videoke bars. Recently, he penned the theme for Walang Hanggan.

The gifted lyricist that he is, he’s taken up writing children’s songs as well. He started doing this song long ago. How many among us know Joey wrote the theme from one of the country’s best-loved children’s shows, Kulit Bulilit?

Recently, his talent for writing songs for kids was once again showcased through three melodies he wrote for Dunkin’ Donuts’ free VCD collection offered last Christmas.

Because he has a writer’s attitude, he becomes a comedian who connects with his audience in a way only a few can. Joey knows that for a writer to succeed, he must learn to hone it the way a restless artist does. And since he believes everything under the sun can be material, he says one has to stay in touch with the times.

"I read and watch anything that catches my interest," he says.

It is not so surprising then that Joey is asked to endorse products. This knack for re-inventing oneself and innovation works so well for Dunkin’ Donuts which itself has become known to be innovative.

Joey was asked to endorse Dunkin’ Donuts Valentine offer, Wheel of Love. In the TV commercial, he plays two well-known personalities, yet another one of his many talents. The Wheel of Love offer is Dunkin’ Donuts’ take on love astrology. Dunkin’ Donuts harks to the Filipino’s love for horoscope and zodiac signs and fortunes. Each Dunkin’ Donuts Wheel of Love box has an astrological wheel chart and determines compatibility of the signs – the germ of the idea for Joey’s TV commercial.

For P29, one can get the Wheel of Love box which offers new Dunkin’ Donuts goodies – three flavors of Royal Kremes munchkins and a heart-shaped donut. Royal Kremes are the latest innovation of Dunkin’ Donuts, a classy take on their munchkins. They’ve topped their honey-glazed munchkins with rich crown swirls in six flavors of Ponkan Kreme, Choco Kreme, Green Apple Kreme, Melon Kreme, Ube Kreme and Strawberry Kreme. Twenty-four of these little fine munchable goodies are encased in a specially-made box.

More on innovation on the munchkin, Dunkin’ Donuts also introduced the Munchkins on a Stick just last year. Munchkins on a Stick are five munchkins kids can decorate and add flavoring to. With packets of flavorful swirls, sprinkles and oozes, kids have fun with their favorite pasalubong snack.

Dunkin’ Donuts is also promoting its Coffee on the Go Privilege Card starting this month. Dunkin’ Donuts is known the world over not only for their donuts but also for their Original Coffee. That’s why they want more and more people to experience more hot cups of this tried and tested brew.

The Coffee on the Go Privilege Card is perfect for people always on the go. With the Coffee on the Go Privilege Card, coffee lovers get to enjoy their cup anytime, anywhere.

Customers can avail of the card at all participating outlets nationwide. And cardholders can avail of the promo for an entire year! Starting this month, cardholders will get a 10-percent discount on their purchase of a regular or medium-sized Dunkin’ Donuts Original Coffee.

Other privileges await cardholders. Starting April, cardholders should watch out because Dunkin’ Donuts is brewing more promos with the Coffee on the Go Privilege Card like discounts on other products.

Dunkin’ Donuts’ has a knack for innovation and Joey de Leon has the creativity. It’s probably a match written in the stars!