John Boyega Quits As Brand Ambassador For Jo Malone Perfumes After Being Cut From Chinese Commercial
John Boyega announced he is stepping down as a global ambassador for the British perfume company Jo Malone after they apologized for cutting him out of a Chinese version of the award-winning cologne advertisement Boyega helped to create.
The Star Wars actor, 28, announced his decision Monday night in a series of tweets, stating that the company cut him out of the commercial without notifying him.
He wrote, “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.”
Boyega’s original film was called The London Gent and featured the London native walking around the neighborhood where he grew up. The film also saw Boyega in West African attire, a reference to his Nigerian heritage. The film later won the award for best media campaign at the Fragrance Foundation Virtual Awards this year.
“Dismissively trading out one’s culture this way is not something I can condone,” Boyega tweeted. “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.”
The incident was not the first time Boyega got cut out of a Chinese advertisement. Despite his leading role as Finn in the latest Star Wars trilogy, the actor and other nonwhite characters were removed or diminished from a Chinese poster for Star Wars: The Force Awakens.