John Boyega has shown us before that he will not sacrifice his own morals for money, branding or access to the Hollywood industry.
Well this past weekend the establishment has tried the in what appeared to be another attempt to erase black talent (who, sounds familiar, in his case). British perfume and scented candle brand Jo Malone London was criticized when it posted an advertising video as part of its campaign. The ad, which featured local actor Liu Haoran (Chinatown Detective) for the Chinese market, was actually a replica of a previous commercial designed, directed and featuring Boyega.
Titled London GhentBoyega’s commercial short depicted a deeply personal and artistic reflection of his life, friends, family and home in Peckham, London. By replacing Boyega, this decision perpetuated more anti-black sentiment in China. This part is pretty awful, but to use the whole concept, too ?!
We’ll let the visuals speak for themselves.
Here is Boyega’s announcement:
Here is the replacement announcement:
A side-by-side comparison reel also took to Twitter to make the point stand out.
“We deeply apologize for what on our side has been a mistake in the local execution of the John Boyega campaign,” Jo Malone London said in a statement. statement via The Hollywood Reporter. “John is a great artist with great personal vision and direction. The concept of the film was based on John’s personal experiences and should not have been reproduced.
The perfume brand also confirmed that the local version of the ad campaign has been removed.
“While we took immediate action and removed the local version of the campaign, we recognize that it was painful and that this violation was caused,” the statement continued. “We respect John and support our partners and fans around the world. We take this misstep very seriously and work together as a brand to move forward. “
While it was all going on, some noticed that Boyega hadn’t said anything, but on Monday he certainly took to his post on Twitter, confirming that he would be stepping down as Jo Malone’s global ambassador. He was their first male ambassador.
“Their decision to replace my campaign in China by using my concepts and substituting for a local brand ambassador, without my consent or notice, was a mistake,” Boyega wrote on Twitter.
“While many brands naturally use a variety of global and local ambassadors, dismissively exchanging culture in this way is not something I can tolerate,” he continued. “It’s back to back, but I assure you it will be sorted out quickly. I don’t have time for nonsense. We continue and strong. ”
Jo Malone officially responded to Boyega’s announcement on his own Twitter account, noting, “John Boyega is an incredible talent, artist and person and we were proud to have him in our Jo Malone London family. We respect John’s decision and wish him good luck.
Good, you have it now.