John Boyega steps down as Jo Malone ambassador after getting cut from commercial in China
Hannah YasharoffJohn Boyega is stepping down as global ambassador for British perfume brand Jo Malone after the company apologized for cutting him out of the Chinese version of a cologne commercial he helped create.
The "Star Wars" actor, 28, announced in a series of tweets Monday night that he had decided to step down, citing the brand's misstep in cutting him from the Chinese campaign without notifying him.
"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," he wrote.
The original ad starring Boyega aired last year and was called “The London Gent.” It features the London-born actor walking around the neighborhood where he grew up and riding a horse in a park, and it makes reference to his Nigerian heritage in a scene featuring West African attire.
It went on to win an award at the Fragrance Foundation Virtual Awards this year for best media campaign.
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"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," Boyega added. "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."
Jo Malone London previously said in a statement to The Hollywood Reporter that the ad designed for Chinese audiences was a misstep and has been removed. The re-created ad replaced Boyega with Chinese star Liu Haoran.
"The concept for the film was based on John’s personal experiences and should not have been replicated,” it said.
Jo Malone and its parent company, Estée Lauder, didn't respond to emailed requests from the Associated Press for comment Sunday. Boyega and his representatives also couldn't be reached for comment.
It's not the first time Boyega has been deleted from a China-based ad. He played a leading role as Finn in 2015′s “Star Wars: The Force Awakens,” but he and other nonwhite characters were removed or diminished from a Chinese poster for the movie.
Boyega has spoken out about Hollywood racism, recently telling GQ that Black characters have been “pushed to the side” in Disney’s “Star Wars” franchise.
Contributing: The Associated Press
Previously:Perfume brand says cutting John Boyega from 'personal experiences' ad for China was misstep
More:John Boyega talks viral Black Lives Matter rally speech, says he planned to 'protest quietly'
