Actor John Boyega Parts Ways W/ Jo Malone Cologne After Being Cut Out Of Chinese Version Of Ad
Update (Sept. 15th): John Boyega has decided to step down from his role as brand ambassador with British cologne company, Jo Malone, after he was replaced for a Chinese version of an ad that he directed and came up with.
He tweeted Monday (Sept. 14th):
“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.”“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. The film celebrated my personal story– showcasing my hometown, including my friends and featuring my family.”
“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.”
“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”
British perfume brand, Jo Malone, has apologized to the actor after cutting him out of a Chinese version of the commercial and replacing him with Liu Haoran (star of the hugely popular Detective Chinatown film franchise). Though John Boyega has not made a public statement, he seems to agree with Twitter users are who upset about the decision by retweeting their comments.
In a statement to The Hollywood Reporter, Jo Malone deeply apologized for their mistake saying,
“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.”
The statement continued,
“While we immediately took action and removed the local version of the campaign, we recognize that this was painful and that offense was caused. 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.”
Just last year, John Boyega was named the brand’s first male global ambassador. The original ad, entitled London Gent, boasted culture and personal experiences of Boyega’s upbringing in Peckham London with his Nigerian family and multicultural friends.
On Aug. 27 Jo Malone London proudly announced the original ad on its Twitter page.
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
In a statement made to Women’s Wear Daily, Boyega talked about the process in which he made the film-like ad. He said,
“There’s a mixture of things you see me do in the 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.”
What are your thoughts on John Boyega being removed from the ad? Share your comments below.