John Boyega Parts Ways With Jo Malone
There’s just no overlooking some mistakes and, as a result of one such error, the fragrance company “Joe Malone” is on the outs with actor John Boyega.
In summary, Variety/Yahoo Entertainment’s Naman Ramachandran reported:
John Boyega at a London “Black Lives Matter” protest.
British perfume company Jo Malone has apologized to “Star Wars” actor John Boyega after editing him out of the Chinese version of an award-winning commercial that he originally conceived, directed and starred in.
The recast and reshot Chinese version replaced Boyega with local actor Liu Haoran (The “Detective Chinatown” franchise). The original commercial, titled “London Gent,” featured Boyega walking around London’s Peckham neighbourhood and featured a multicultural cast. It won The Fragrance Foundation Virtual Awards 2020 for Best Media Campaign.
Check Out Boyega’s Commercial
See (and enjoy) the award-winning original commercial below:
We are thrilled to announce that our Jo Malone London Gent film featuring @JohnBoyega is the proud winner of The Fragrance Foundation Virtual Awards 2020 for Best Media Campaign. #ScentofAGent #TheFragranceFoundationAwards pic.twitter.com/rNZpTVXLB6
— Jo Malone London (@JoMaloneLondon) August 27, 2020
Previously, Alex Ritman broke the story for The Hollywood Reporter and explained:
John Boyega. ‘Pacific Rim Uprising’ film premiere, Arrivals. Photo by Stewart Cook/REX/Shutterstock
Hollywood Reporter understands that Boyega — who conceived and directed the first film — wasn’t made aware of the new commercial’s production, and only found out after it was put on Twitter.
“We deeply apologize for what, on our end, was a mistake in the local execution of the John Boyega campaign,” Jo Malone London said in a statement sent to THR. “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.”
Boyega Reacts
Then, following up on the story, Katie Kilkenny added for THR:
The ensuing ad, which originally featured Boyega’s family members and his childhood neighborhood in London, Peckham, did not feature any Black individuals.
According to Boyega’s Monday tweets, he had no knowledge of the reshoot until the video was publicized and circulated. “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 said.
He added, “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. 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.”
Tweets From John
Finally, Boyega’s thread is below:
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
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
Accordingly, and after the actor recentlly called out Lucasfilm/Disney, Boyega speaks his truth.
Moreover, keep it here for all the latest on Boyega.
