John Boyega has announced his resignation as brand ambassador for the British Cologne company Jo Malone after being cut from the Chinese version of the ad he originally conceived, directed and starred in.
“I have decided to step down as Global Ambassador to Joe Malone. When I joined the brand as their first male global ambassador last year, I made the short film that launched the campaign. He won the Fragrance Foundation 2020 virtual awards for best media campaign, “he tweeted on Monday.
The original advertisement, titled “London Ghent”, shows Boyega walking around London’s Peckham district and features mainly cast.
“Their decision to replace my campaign in China, using my concepts and replacing the local brand ambassador instead of me, without my consent or prior notice, was wrong. The film, celebrated with a personal story – a demonstration of my hometown, including my friends and with the participation of my family, “wrote Boega.
Joe Malone made a public apology to Boega after reshaping his ad and reworking it with Chinese actor Liu Haoran in the new version.
“We deeply apologize for what was a mistake in our area in the local implementation of John Boyega’s campaign. John is an exceptional artist with a great personal vision and direction. The concept of the film was based on John’s personal experience and should not have been reproduced. Although we took immediate action and removed the local version of the campaign, we acknowledge that this is painful and a violation. We respect John and support our partners and fans worldwide. We take this wrong step very seriously and work together as a brand to make a better move forward, “Joe Malone told The Hollywood Reporter.
“While many brands understandably use different world and local ambassadors, contemptuously trading someone’s culture in this way is not something I can approve of,” the Star Wars actor wrote. “It’s backwards, but I assure you we will deal with it quickly. I don’t have time for nonsense. We also press strong. Stay blessed people. “
Joe Malone accepted Boyega’s resignation, saying, “We respect John’s decision and wish him all the best.”