Joe Abeywickrema scripts historical TV ad for Ceylon Biscuits

First known as the comedian of Sinhala films only to emerge as Sri Lanka’s premier method actor, Joe Abeywickrema turned his immense talent to a new field by scripting his first TV commercial for leading biscuit brand Munchee. Manufactured and marketed by Ceylon Biscuits the brand Munchee that currently enjoys market leadership in Sri Lanka, is also exported to almost 40 countries worldwide.

The final production of the TV commercial, built around a historical incident, mirroring the advent of Prince Vijaya to these shores, is now ready according to sources associated with the production company commissioned for this project. Shot on film, the TV commercial features an authentic looking ancient sailing ship, out of which emerge a swarthy handsome prince and his entourage. They find at their landing spot a princes and her ladies in waiting, The commercial centres around the encounter between these two, artistically presented to capture the look and feel of Sri Lanka’s ancient cultural heritage as well as the manners and conduct of these characters, the production company spokesperson explained on inquiry. Joe Abeywickrema, when interviewed aired his views and motivation to script such a commercial. `I am a villager, and I love this country, its geography, its culture, its climate and its values. For several decades, I was an actor, and in that role, I was successful in projecting our values as well as our way of life. But in all that time, I never once contravened or abused the dictates of our cultural heritage or the values this country embodied. But now I see how this valuable heritage is constantly distorted, particularly in advertisements. Against this background, I felt that I must attempt to change this distorted perspective and give the people of Sri Lanka an TV ad that did not distort or degrade Sri Lankan heritage, but was still enjoyable to watch and appreciate. But first, I needed to find a company that also felt strongly about Sri Lankan cultural values and heritage. That’s when I decided to call Nandana Wickramage at Ceylon Biscuits’, he said.

Nandana Wickramage, Ceylon Biscuits Ltd., Group Marketing and Sales Director was quick to note that it was indeed a privilege and honour to be the first company ever to have had a TV commercial scripted by a person of such august standing among the artists of Sri Lanka. He said that Ceylon Biscuits, which celebrates its 40th anniversary this year, had faced many challenges and trials during its slow but steady climb to become the No. 1 manufacturer biscuits in Sri Lanka. In all that time, we were always conscious of our position is a premier Sri Lanka company embodying Sri Lankan values, ethics and culture. Now more than ever before, Ceylon Biscuits, as the leading manufacturer of, biscuits, cakes, chocolates as well as several other confectioneries and food items, has taken upon itself to uphold such values in the way we conduct business.

Joe’s script was welcomed and I had the happy task of convincing the board of directors of its importance, which they readily approved. Indeed, we took the decision to produce this commercial on film, although it is a lot more expensive than to produce it on video, because we felt that it needed the right production values and treatment to best extract its unique presentation.

To Ceylon Biscuits, this was occasion to feel proud- not merely because Joe Abeywickrema- this actor par excellence has volunteered to script a TV commercial for our product. He was also a representing our consumer- and his conviction that the product is worthy of such artistic production on his part, and to be so bold as to put himself on line for our company made us feel humbled and simultaneously proud- a funny feeling, that, exclaimed Nandana, relating the lead up to accepting the script for the TV advertisement. He further stated that the final production of the commercial was complete and its awaiting release very shortly.