John Boyega Quits As Jo Malone Global Ambassador!
This decision came after Jo Malone substituted him in their Chinese advert.
Star Wars actor John Boyega has resigned from his role as Jo Malone’s global ambassador. His decision came after the British perfume brand replaced Boyega from the Chinese version of their advert which he created. Boyega resigned despite Jo Malone issuing an apology.
John Boyega announces his decision on Twitter
The actor went on Twitter and publically announced his resignation, mentioning how he created the advert, which was more of a short film. It also won the Fragrance Foundation Virtual awards 2020 for Best Media Campaign.
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.”
Moreover, John Boyega also called out Jo Malone for trading out one’s culture, which he could not condone. He ended his thread by saying that he doesn’t have “time for nonsense.”
The original advert, named A London Gent, features Boyega surrounded by candles on a set. He then reminisces about his friends, family, and childhood in Peckham. It also featured Boyega on top of a white stallion as his friends ride BMX bikes.
The Chinese version of the advert replaces John Boyega with Chinese star Liu Haoran. Moreover, it plagiarises the same concepts from the original ad, including the basic theme and even the horse scene. Jo Malone issued an official apology, however, it was not enough to keep Boyega affiliated with the brand.
He also accused Disney of ignoring his Star Wars character
Sadly, this isn’t the first instance of racism that John Boyega has had to face. In a recent explosive interview with GQ, he said Disney ignored his Star Wars character ‘Finn,’ focusing more on the white actors and characters in the franchise. He said:
“What I would say to Disney is do not bring out a black character, market them to be much more important in the franchise than they are and then have them pushed to the side.”
He also got a lot of support from fellow actors, including The Flash star Candice Patton. John Boyega also made a strong impression at the Black Lives Matter protests after the George Floyd murder, being arguably the most outspoken actor in favor of the movement.