Star Wars actor John Boyega recently resigned from his role as a brand ambassador for Jo Malone after seeing the news that he was cut out of the Chinese version of a commercial he had created.
Boyega created the short film himself in his home city of London, but was replaced by actor Liu Haoran for the Chinese version.
The actor announced his resignation publicly on twitter, “I have decided to step down as Jo Malone’s global ambassador. When I joined the brand as their first male global ambassador last year, I created the short film we used to launch the campaign. It won the Fragrance Foundation Virtual awards 2020 for Best Media Campaign.” he stated.
I have decided to step down as Jo Malone’s global ambassador. When I joined the brand as their first male global ambassador last year, I created the short film we used to launch the campaign. It won the Fragrance Foundation Virtual awards 2020 for Best Media Campaign.
— John Boyega (@JohnBoyega) September 14, 2020
British perfume brand Jo Malone London has issued an apology to Boyega following reports that he was replaced in the ads with a Chinese actor.
“We deeply apologize for what, on our end, was a mistake in the local execution of the John Boyega campaign” they said in a statement.
In a statement obtained by The Hollywood Reporter, Jo Malone London said the ad re-shoot was a “misstep,” and expressed regret over the decision calling it “painful,” and one that caused “offense.”
“John is a tremendous artist with great personal vision and direction. The concept for the film was based on John’s personal experiences and should not have been replicated.”
“We respect John, and support our partners and fans globally. We are taking this misstep very seriously and we are working together as a brand to do better moving forward.” they added.
However, Boyega said “Their decision to replace my campaign in China by using my concepts and substituting a local brand ambassador for me, without either my consent or prior notice, was wrong.”
Adding that the film celebrated his personal story and featured his family and friends.
“While many brands understandably use a variety of global and local ambassadors, dismissively trading out one’s culture this way is not something I can condone.” he continued to say.
While many brands understandably use a variety of global and local ambassadors , dismissively trading out one’s culture this way is not something I can condone.
— John Boyega (@JohnBoyega) September 14, 2020
“It’s back to back but I assure you this will be dealt with swiftly. I don’t have time for nonsense. We press on and strong. Stay blessed people.”
It’s back to back but I assure you this will be dealt with swiftly. I don’t have time for nonsense. We press on and strong. Stay blessed people ❤️
— John Boyega (@JohnBoyega) September 14, 2020
The original commercial “The London Gent” campaign was selected as the “Best Campaign” at the Fragrance Foundation Awards this year and was created by Boyega himself and ideally inspired by his life and personal story. It presents Boyega walking through Peckham, the London neighborhood where he grew up with his friends and family, riding a white horse alongside young people on bicycles and dancing at a party.
We are thrilled to announce that our Jo Malone London Gent film featuring @JohnBoyega is the proud winner of The Fragrance Foundation Virtual Awards 2020 for Best Media Campaign. #ScentofAGent #TheFragranceFoundationAwards pic.twitter.com/rNZpTVXLB6
— Jo Malone London (@JoMaloneLondon) August 27, 2020
“There’s a mixture of things you see me do in that film. You see me in a professional environment on a film set, then with family, and it’s about breaking free of the concept of ‘going back or returning to your roots,’ but more about the roots existing with this new side of my life,” Boyega stated.
In the recreated version, Chinese actor Liu was seen hanging out with friends and riding a horse similar to the one Boyega rides in his version of the commercial.
Boyega was supposedly not informed that his concept had been recreated for a Chinese audience and only found it through social media. The film has since been removed from the Jo Malone website.
“John Boyega is an incredible talent, artist and person and we were proud to have him as part of our Jo Malone London family. We respect John’s decision and we wish him all the best,” said the company in response to Boyega’s decision to step away.
John Boyega is an incredible talent, artist and person and we were proud to have him as part of our Jo Malone London family. We respect John’s decision and we wish him all the best.
— Jo Malone London (@JoMaloneLondon) September 14, 2020
This isn’t the first time Boyega has been canceled or undervalued in the Chinese market. In 2015, the Chinese version of the poster for Star Wars: The Force Awakens significantly brought down his character’s importance. It showed images of the actor that were reduced in size despite being part of the main cast.
Many online users have criticized Jo Malone London and accused the brand of going along to anti-black opinions in spite of expressing support for the Black Lives Matter movement following the death of George Floyd.
Crazy racism from Jo Malone. Not only did they replace @JohnBoyega, they ripped off his creative ideas and reshot his original film virtually shot-for-shot for the Chinese market.
Edit: Original left – Racist right. pic.twitter.com/AgHd9B4q7E— Phantom Power (@PhantomPower14) September 14, 2020
Hold up– John Boyega came up with the idea for the ad, directed the short film himself, used personal experiences as the basis, and then they turned around stole his work. Wow, the anti-Black jumped the shark. https://t.co/XEbxFBLjvd
— ferdosa addams (she/her) (@atomicwick) September 13, 2020
This is the ad John Boyega came up with and directed. It is great. This is his intellectual property and We demand that John Boyega be duly compensated. Enough of this Enough!!! #BlackLivesMatter #BlackJoy pic.twitter.com/Qj2KLbWhZv
— 💡Ghost Udy👻🐦💡 (@OriginlGangsta) September 15, 2020
Boyega has been a significant voice in the recent Black Lives Matter protests, making an inspirational speech at a demonstration in London in June. He told thousands of people marching in solidarity with protesters in the United States that now is the time to demand racial equality.
POP! Creator Community / Alexandra Del Mundo
