John Boyega has stepped down from his role as global ambassador for Jo Malone.
Full story below:
The news comes after the actor was replaced in a Chinese ad he made for the perfume brand by a Chinese actor.
The ‘Star Wars’ actor made the ad in his home city of London; however, it was re-shot to “fit” the Chinese market.
He announced the news on his Twitter account, in a lengthy statement that read:
“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. 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.”
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
Jo Malone has since apologized and issued their own statement that said:
“We deeply apologize for what, on our end, was a mistake in the local execution of the John Boyega campaign.”
The company has since removed the advertisement from its campaign in China.
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But what they did makes perfect marketing sense… for China. How many other races do you see walking around in China?
Shayla, what you say makes a lot of sense. However I think China is slightly in a different place. I say that as a black person that lives in Shanghai. I would get so excited when I saw Naomi Campbell or some other black models grace the screens on the buildings in Jing An (downtown). I remember seeing Tierra Wack for an Apple Ad on the subway. I was excited there too. With that being said, I think they could have used the original content for China. Given that I have seen so many Black artist in ads. I think I saw Michael B Jordan in the Pudong airport for Coach too.
You make a good point.
John Boyega needs to come off his high horse he thinks he is some giant star. I’m sick of him and all his nonsense. Get a grip
Gurl spill.
How many big companies has he had issues with?
If he doesnt simmer down a bit he will end up acting in only Tyler Perry movies.
What I’m saying makes all the sense in world. If he cared so much about the fame, he wouldn’t “burn bridges” as you put it. You’re saying it yourself, he’s doing so much to tank his own career, well maybe he doesn’t need this career.
I see it the exact opposite, if he was letting the fame get to his head, he would stay complicit and let these brands do whatever they want with his image. Calling them out means he really doesn’t care about the fame.
What u said made ZERO sense.
John boyega thinks he is hot shìt cause he has a little bit of fame of money. He has burnt too many bridges and for what? To be seen as “woke” on Twitter?
He is always unnecessarily aggressive and angry.
He has too much pride. People like him eventually fall from grace thanks to their pride and arrogance.
This is a minor problem that could have been resolved but he had to take it to a 100 and start an unnecessary fight.
They paid him millions to be a brand ambassador, so what’s the point of walking away from millions.
This has nothing to do with integrity. The company did nothing wrong
The company itself admitted its mistake. Clown 🤡
@paulshìts
Do u know what damage control is, u dùmb deranged idiot?
Somebody didn’t take their medication today.
Wow so do chinese people really hate black people like that what we ever do to them? This only further. And they had the gall to use his ideas? Why not start a brand new campaign with a new model and different ideas? A strong black man who actually has dignity and self-respect and not selling himself for a buck something you don’t see everyday.
G ay G ay most people do just like they hate you.
Clarksoon is a CLOWN