John Boyega, a Nigerian-British actor, has resigned as global ambassador for Jo Malone, a UK-based perfume brand, after the company replaced him in a Chinese version of an advert he created “without his consent”.
The ‘Star Wars’ actor had in 2019 pioneered a commercial titled ‘The London Gent’ for the company aimed at promoting the brand.
The less than two-minute ad reflected on the movie star’s childhood neighbourhood as well as his Nigerian background.
The video recorded remarkable success after its release and won fragrance foundation virtual award’s best media campaign prize.
Jo Malone, however, produced a Chinese version of the original advert wherein Boyega was replaced with Liu Haoran, a movie star in the country.
Reacting to the development in a Twitter thread, Boyega said his decision to step down as ambassador was because he could not condone the company “dismissively trading out one’s culture” through such manner.
“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,” he wrote.
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.
“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.”
The actor vowed to deal with the situation “swiftly,” adding that “I don’t have time for this nonsense.”
“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,” he 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 ❤️
Advertisement— John Boyega (@JohnBoyega) September 14, 2020
Jo Malone, in its reaction, apologised over the development, adding that it respects Boyega’s decision.
“John Boyega is an incredible talent, artist and person and we were proud to have him as part of our Jo Malone London family. We respect John’s decision and we wish him all the best,” the company wrote on Twitter.
John Boyega is an incredible talent, artist and person and we were proud to have him as part of our Jo Malone London family. We respect John’s decision and we wish him all the best.
— Jo Malone London (@JoMaloneLondon) September 14, 2020
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