Jo Malone Apologizes To John Boyega For Cutting Him Out Of Advert
The ad shown in China replaced Boyega with Liu Haoran.
The British perfume brand Joe Malone has apologized to Star Wars actor John Boyega. The apology was for cutting out the actor from the Chinese version of their aftershave commercial and replacing him with Lie Haoran. Moreover, Boyega himself was one of the creators of the ad as well, making Joe Malone’s decision very distasteful.
Jo Malone releases a statement, apologizing to the actor
The original commercial featured Boyega walking around Peckham, where he grew up as a child. Moreover, the ad also hinted towards his Nigerian heritage. In a way, it celebrated his heritage as a black man brought up in England, still connected to his roots in Nigeria. However, the ad Jo Malone aired in China replaced John Boyega with Chinese star Liu Haoran. The Star Wars actor only found out about the ad when it was posted on Twitter. According to The Hollywood Reporter, Jo Malone apologized to Boyega, releasing a statement which said:
“We deeply apologize for what, on our end, was a mistake in the local execution of the John Boyega campaign. 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.”
Moreover, Jo Malone also apologized to Haoran and realized their “misstep” and look forward to not repeating the same mistake again. They further said:
“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.”
You can see the comparison between the original ad with John Boyega and the Chinese version with Liu Haoran below:
John Boyega – one of the faces of the Black Lives Matter movement
It’s no secret that Boyega has spoken quite freely in favor of the Black Lives Matter movement. He went to BLM protests in Hyde Park after the death of George Floyd left the whole world in shock and horror. Moreover, he has repeatedly spoken against racism in Hollywood. Very recently, he accused Disney of “pushing aside” his character Finn from the Star Wars sequel Trilogy. He also talked about the racist abuse he got from some really toxic fans of the franchise.
However, this is not the first time John Boyega was removed from any China-based ad. In the Chinese adverts of Star Wars itself, Disney removed or diminished his and other non-white actors from the posters. This again hints to racism in Hollywood, which is still a big issue in 2020. That is why the Oscars changed their criteria of eligibility. So that they could root out racism from the film industry once and for all.