John Boyega will no longer represent London cosmetics brand Jo Malone, he announced on Monday.
“I do not have time for nonsense. We also press strong. Stay blessed people, “he wrote in a thread on Twitter, explaining his decision.
The star Wars The star, who was Joe Malone’s first male ambassador, left the campaign after the brand remade a video he made for a marketing campaign and removed it from the video.
The original ad, called “The London Gent”, aired last year and saw Boyega walking around his children’s neighborhood. It also nods to its Nigerian origins. Since then, the video has won the Fragrance Foundation’s Virtual Award for Best Media Campaign.
“Their decision to replace my campaign in China using my concepts and replace the local brand ambassador instead of me, without my consent or prior notice, was wrong,”
Over the weekend, Joe Malone apologized to the actor.
“John is an exceptional artist with a great personal vision and direction. The concept for the film is based on John’s personal experience and should not have been reproduced, “the brand told The Hollywood Reporter.
Joe Malone’s failure was not the first time Boyega had been fired for advertising in China. As early as 2015 a Star Wars: The Force Awakens poster for China missed actor and co-star Oscar Isaac.
Read the full Boyega thread below.
This is back to back, but I assure you that we will deal with it quickly. I don’t have time for nonsense. We also press strong. Stay blessed people ❤️
– John Boyega (@JohnBoyega) September 14, 2020