Nigerian-born British actor, John Boyega has reportedly ended his ambassadorial deal with British perfume and scented candles brand, Jo Malone, because he was cut out of an advert he’s said to have conceived, directed and starred in.
He was replaced by Chinese actor, Liu Haoran, after the advert was retaken for the Chinese market. The initial advert tagged ‘London Gent’ featured Boyega walking around Peckham, south London, riding a horse, dancing with friends and hanging out with his family. The original cast was multicultural, while the Chinese remake featured no black cast members.
Read More – Stevie Wonders and His Sons Are On The Cover Of Odda Magazine’s New Issue
Boyega claims the advert done without his consent and has proceeded to deal with the situation, saying he doesn’t “have time for nonsense.”
John Boyega made this known through Twitter, where he said:
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
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
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.
— John Boyega (@JohnBoyega) September 14, 2020
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 ❤️
— John Boyega (@JohnBoyega) September 14, 2020
While some see this as simply a marketing strategy for the brand to gain more audience from its Chinese market, the reshoot of the advert has come out as a form of systemic racism, especially with the increase in the Black Lives Matter Campaign.
This, apparently isn’t the first time John is facing a similar occurrence, the Star Wars actor had his picture shrinked in a Star Wars poster made for the Chinese audience, and one of his fans was quick to remind people who didn’t see it as racism.
Respectfully, that’s a load of bullshit and you know it! What’s your take on this then?https://t.co/60go1HEh14
— Wilfred Gachau (@WilfredGachau) September 15, 2020
