When I joined the brand as their first male global ambassador last year, I created the short film we used to launch the campaign. .css-1hlxxic-PromoLink:link{color:inherit;}.css-1hlxxic-PromoLink:visited{color:#696969;}.css-1hlxxic-PromoLink:link,.css-1hlxxic-PromoLink:visited{-webkit-text-decoration:none;text-decoration:none;}.css-1hlxxic-PromoLink:link:hover,.css-1hlxxic-PromoLink:visited:hover,.css-1hlxxic-PromoLink:link:focus,.css-1hlxxic-PromoLink:visited:focus{color:#B80000;-webkit-text-decoration:underline;text-decoration:underline;}.css-1hlxxic-PromoLink:link::after,.css-1hlxxic-PromoLink:visited::after{content:'';position:absolute;top:0;right:0;bottom:0;left:0;z-index:2;}Star Wars: John Boyega says non-white actors 'pushed to the side' by Disney, Stars back John Boyega after Black Lives Matter protest, .css-1snjdh1-IconContainer{display:none;height:0.875em;width:0.875em;vertical-align:-0.0625em;margin-right:0.25em;}Black Lives Matter: John Boyega speaks at march, Trump's Covid order rebuffed on his final full day. We press on and strong. "John Boyega is an incredible talent, artist and person and we were proud to have him as part of our Jo Malone London family," wrote the company on Twitter following Boyega's statement. 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The ‘Star Wars’ actor was replaced by another actor in the luxury fragrance brand’s Chinese marketing campaign, despite Boyega directing and establishing the idea for the original film Think again, Author vilified for Wuhan Diary speaks out a year on. The concept for the film was based on John's personal experiences and should not have been replicated. Star Wars' John Boyega has stepped down as Jo Malone's global ambassador.. Writers, actors and directors including JK Rowling and Jordan Peele also praised the 28-year-old for his emotional speech at a Black Lives Matter protest in the summer. It's not the first time Boyega has fallen foul of editing for the Chinese market. https://www.ft.com/content/f2770ec4-2eb8-4588-b82c-5254a49dd9a3 Back in 2015, a Star Wars: The Force Awakens poster for China left out the actor and co-star Oscar Isaac. .css-1xgj2ad-InlineLink:link{color:#3F3F42;}.css-1xgj2ad-InlineLink:visited{color:#696969;}.css-1xgj2ad-InlineLink:link,.css-1xgj2ad-InlineLink:visited{font-weight:700;border-bottom:1px solid #BABABA;-webkit-text-decoration:none;text-decoration:none;}.css-1xgj2ad-InlineLink:link:hover,.css-1xgj2ad-InlineLink:visited:hover,.css-1xgj2ad-InlineLink:link:focus,.css-1xgj2ad-InlineLink:visited:focus{border-bottom-color:currentcolor;border-bottom-width:2px;color:#B80000;}@supports (text-underline-offset:0.25em){.css-1xgj2ad-InlineLink:link,.css-1xgj2ad-InlineLink:visited{border-bottom:none;-webkit-text-decoration:underline #BABABA;text-decoration:underline #BABABA;-webkit-text-decoration-thickness:1px;text-decoration-thickness:1px;-webkit-text-decoration-skip-ink:none;text-decoration-skip-ink:none;text-underline-offset:0.25em;}.css-1xgj2ad-InlineLink:link:hover,.css-1xgj2ad-InlineLink:visited:hover,.css-1xgj2ad-InlineLink:link:focus,.css-1xgj2ad-InlineLink:visited:focus{-webkit-text-decoration-color:currentcolor;text-decoration-color:currentcolor;-webkit-text-decoration-thickness:2px;text-decoration-thickness:2px;color:#B80000;}}The company apologised for what it described as a "misstep" that caused "offence". The recreated advert largely followed the same script, but featured Chinese star Liu Haoran instead of Boyega. Star Wars: John Boyega says non-white actors 'pushed to the side' by Disney, Black Lives Matter: John Boyega speaks at march, Melaniaâs jacket and nine other defining images, Egypt woman arrested for baking 'indecent' cakes, Two players test positive ahead of Australian Open, PM 'glad' to see Trump go - ex-Civil Service head, Snowstorm causes 130-car pile-up in Japan, Boyega's sister Grace posted the Chinese version of the advert, Boyega's new lead character Finn was shrunken in size. "We respect John, and support our partners and fans globally. In a statement to The Hollywood Reporter, Jo Malone London said: "John is a tremendous artist with great personal vision and direction. BBC Worklife: Is the five-day work week dead? We press on and strong. Boyega's sister Grace posted the Chinese version of the advert in a Twitter response. "While we immediately took action and removed the local version of the campaign, we recognise that this was painful and that offence was caused," it added. British fragrance maker Jo Malone London has apologised to John Boyega for re-shooting an ad that he wrote, directed and starred in, which was then released for the Chinese market. The Jo Malone debacle was not the first time Boyega has been removed for promotional material in China. “I don’t have time for nonsense. https://roguerocket.com/2020/09/14/jo-malone-apologizes-john-boyega I don't have time for nonsense. We want to hear from you! Jo Malone London has issued an apology for dropping John Boyega from a reshot advert he originally starred in for the perfume and candle brand, describing the … John Boyega has stepped down from his role as global ambassador for Jo Malone London after the brand cut him from a reshot advert he originally starred in for the perfume and candle brand. Joe Biden will reverse Donald Trump's latest decree on Covid travel, as Wednesday's inauguration looms. “John is a tremendous artist with great personal vision and direction. Jo Malone apologises to frontman John Boyega for advert ‘misstep’ By Becky Bargh 14-Sep-2020. It’s also not the first time Boyega has called out injustice at the danger of his own career and professional relationships. We are taking this misstep very seriously and we are working together as a brand to do better moving forward.". It’s back to back but I assure you this will be dealt with swiftly. There was controversy back in 2016 when Disney unveiled a re-versioned movie poster for Star Wars: The Force Awakens in China. It won the Fragrance Foundation Virtual awards 2020 for Best Media Campaign. All Rights reserved. Stay blessed people.". Stay blessed people ❤️, — John Boyega (@JohnBoyega) September 14, 2020. The original version, titled London Gent, showed Boyega hanging out with friends and family in Peckham, where he grew up. Fragrance | Marketing. The ad was recast with the Chinese actor Liu Haoran, and featured many of the original elements of Boyega's work, including a scene in which Boyega is riding a horse in a park. If you have a story suggestion email entertainment.news@bbc.co.uk. .css-14iz86j-BoldText{font-weight:bold;}John Boyega has resigned as global ambassador for perfume brand Jo Malone after he was replaced in an ad he made for them by a Chinese actor. John Boyega will no longer represent London cosmetics brand Jo Malone, he announced Monday. .css-po6dm6-ItalicText{font-style:italic;}Follow us on Facebook, or on Twitter @BBCNewsEnts. Mexico urges US to make major immigration reforms, Trump supporter arrested after Pelosi 'data theft', Covid tests and 25,000 troops for Biden inauguration, French incest allegations prompt victims to speak out, Conquering K2 in winter 'together' VideoConquering K2 in winter 'together', Why Iranâs nuclear facilities are still vulnerable to attack, Want to light up outdoors in Milan? © 2021 BBC. “I don’t have time for nonsense. Jo Malone, which is owned by New York-based Estée Lauder, apologised on Saturday for taking the ad created and directed by Boyega and replacing him with Haoran, saying it was "a mistake". The BBC is not responsible for the content of external sites. Boyega's new lead character Finn was shrunken in size, compared with the original poster. John Boyega was seen as a useful marketing gimmick for Jo Malone in the UK but when it came to China, it was a different story. .css-1xgx53b-Link{font-family:ReithSans,Helvetica,Arial,freesans,sans-serif;font-weight:700;-webkit-text-decoration:none;text-decoration:none;color:#FFFFFF;}.css-1xgx53b-Link:hover,.css-1xgx53b-Link:focus{-webkit-text-decoration:underline;text-decoration:underline;}Read about our approach to external linking. The Star Wars star, who was Jo Malone’s first male global ambassador, exited the campaign after the brand reshot a video he made for a marketing campaign and removed him from the clip. The Star Wars actor was dropped from the brand’s global ad … John Boyega has stepped down from his role as a global ambassador for perfume brand Jo Malone after the company cut the black actor from the Chinese version of an aftershave advert he helped create. John Boyega walked away from the Estee Lauder-owned company after they edited him out of an advert … 2-min read. The original ad, called “The London Gent” aired last year and saw Boyega walking around his childhood neighborhood. Jo Malone has apologised to the black British star John Boyega for cutting him out of an advert when it was remade for the Chinese market Boyega in his Jo Malone advert… Jo Malone, owned by Estee Lauder, has since removed the advert from its campaign in China. John Boyega will no longer represent London cosmetics brand Jo Malone, he announced Monday. Our king also reamed Disney for doing “fuck all” with Star Wars‘ characters of colour. We press on and strong. You will be redirected back to your article in, Nikolaj Coster-Waldau & Joe Cole Starring In Netflix Movie ‘Against The Ice’, Baltasar Kormákur Producing, Late Night Hosts Blast Trump’s List Of Pardons, Meeting With MyPillow CEO Ahead Of Biden’s Inauguration, Alec Baldwin Says “Goodbye For Now” To Twitter Following Wife Hilaria’s Heritage Debacle, L.A. County Public Health Reports 11,366 New Covid-19 Cases, 108 New Deaths – Update, Netflix’s ‘Lupin’ Tops ‘Bridgerton’ With Projected 70M Households, Nikolaj Coster-Waldau & Joe Cole Lead Netflix & Baltasar Kormakur Survival Pic, Director Julie Anne Robinson On Filming Balls, Horses & Those Honeymoon Scenes; Talks Casting & Music For Netflix Hit, Donald Trump Faces Possible Expulsion From SAG-AFTRA As Union’s Board Sets Special Session. Stay blessed people,” he wrote in a Twitter thread explaining his decision. "We deeply apologise for what, on our end, was a mistake in the local execution of the John Boyega campaign," they said in statement on Monday. Writing on Twitter, the British star said while he accepted that companies would use different representatives around the world, "dismissively trading out one's culture this way is not something I can condone". John Boyega, the Star Wars actor, has quit his role with the perfume brand Jo Malone after he was cut from the Chinese version of an advert he helped devise. "It's back to back but I assure you this will be dealt with swiftly. "The film celebrated my personal story - showcasing my hometown, including my friends and featuring my family," he added. We press on and strong. Over the weekend Jo Malone issued an apology to the actor. The video has since won the Fragrance Foundation Virtual Award’s Best Media Campaign prize. The concept for the film was based on John’s personal experiences and should not have been replicated,” the brand told The Hollywood Reporter. Read about our approach to external linking. Jo Malone has hit out at the “disgusting” treatment of Star Wars actor John Boyega by the perfume brand which carries her name. Copyright © 2021 Penske Business Media, LLC. Launch dates for broadcast, cable and streaming programs, Up-to-date lists for broadcast, cable and streaming series, Pandemic-proof vs. pandemic-contingent broadcast lineups, Signup for Breaking News Alerts & Newsletters, Get our latest storiesin the feed of your favorite networks. Subscribe to Deadline Breaking News Alerts and keep your inbox happy. I don’t have time for nonsense. It also nods to his Nigerian background. “The film celebrated my personal story – showcasing my hometown, including my friend and featuring my family.”. However, Boyega has said Jo Malone was "wrong" to have used another actor "without my consent or prior notice". Jo Malone backs John Boyega after her old perfume company dropped him from Chinese advert. They were also removed for Chinese audiences. Earlier this month, the star called for an end to black actors being "pushed to the side" by film companies. Jo Malone, owned by Estee Lauder, has since removed the advert from its campaign in China. 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