Thursday, March 28, 2024

John Boyega Steps Down as Jo Malone Ambassador After Brand Cuts Him from Chinese Ad

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*John Boyega is stepping down as global ambassador for British perfume brand Jo Malone after the company removed him from the Chinese version of a cologne commercial he co-created.

In a series of tweets Monday, the “Star Wars” star cited the brand’s failure to notify him that he had been cut from the Chinese 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,” he wrote. 

The original ad aired last year and was called “The London Gent.”

READ MORE: Perfume Brand Apologizes for Removing John Boyega from Ad’s Chinese Version (Watch)

John Boyega

EURweb previously reported, the ad features the London-born actor walking around the neighborhood where he grew up and riding a horse in a park, and it makes reference to his Nigerian heritage in a scene featuring West African attire.

The ad won an award at the Fragrance Foundation Virtual Awards this year for best media campaign.

“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,” Boyega added. “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.”

Jo Malone London has apologized to Boyega for removing him from the Chinese version of a cologne commercial.

In a statement, the company said, “The concept for the film was based on John’s personal experiences and should not have been replicated.”

Watch both versions of the ad below:

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