‘I Don’t Have Time For Nonsense’ – John Boyega Ends Ambassadorial Deal With Jo Malone After Brand Cut Him Out From His Own Ad For A Chinese Version
Nigerian-born British actor, John Boyega has ended his ambassadorial deal with London cosmetics brand, Jo Malone, after being cut out of an advert he conceived, directed and starred in for the Chinese market.
The original commercial is a short film titled “A London Gent,” which was released last year featured Boyega walking around his childhood neighborhood in Peckham, south London, riding a horse, dancing with friends and hanging out with his family. The original cast was multicultural, while the Chinese remake featured no black cast members.
In the Chinese version, the ad kept major elements of the original’s script but Boyega was replaced local actor Liu Haoran (star of the hugely popular Detective Chinatown film franchise), after the commercial was recast and reshot for the Chinese market, which was rid of its black culture.
Reacting to the development which many have described as systemic racism, Boyega disclosed that it was done without his consent.
The “Star Wars” actor took to his Twitter page to announce his decision and explain the reason behind his step.
Boyega tweeted;
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.
— John Boyega (@JohnBoyega) September 14, 2020
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.
— John Boyega (@JohnBoyega) September 14, 2020
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 ❤️
— John Boyega (@JohnBoyega) September 14, 2020
Boyega found out about the new commercial after it was put on Twitter.
Jo Malone had earlier issued a public apology to Boyega stating that it was a “misstep”.
It statement reads;
We deeply apologize for what, on our end, was a mistake in the local execution of the John Boyega campaign. John is a tremendous artist with great personal vision and direction. The concept for the film was based on John’s personal experiences and should not have been replicated.
While we immediately took action and removed the local version of the campaign, we recognize that this was painful and that offense was caused. We respect John, and support our partners and fans globally. We are taking this misstep very seriously and we are working together as a brand to do better moving forward.
The decision by the brand raised questions of anti-Black racism, especially since, while Boyega’s advertisement featured numerous people of color, the Chinese version depicts no Black people at all.
Boyega has in recent times been vocal about his fight against racism towards the black community.
Most recently, he had an active participation in the Black Lives Matter protest for George Floyd, who was brutally killed by policemen.
This is not the first time Boyega has been removed for promotional material in China.
According to Deadline, in 2015, a “Star Wars: The Force Awakens” poster for China left out the actor and co-star Oscar Isaac.
