John Boyega announced he is stepping down as a brand ambassador for the British cologne company Jo Malone after he was cut out of the Chinese version of a commercial he originally conceived, directed and starred in.
“I have decided to step down as Jo Malone’s global ambassador. When I joined the brand as their first male global ambassador last year, I created the short film we used to launch the campaign. It won the Fragrance Foundation Virtual awards 2020 for Best Media Campaign,’ he tweeted on Monday.
The original commercial, titled “London Gent,” showed Boyega walking around the Peckham neighborhood in London and featured a predominantly Black cast.
“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 by personal story — showcasing my hometown, including my friends and featuring my family,” Boyega wrote.
“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’s statement continued. “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 issued a public apology to Boyega after reshooting his commercial and recasting him with Chinese actor Liu Haoran in the new version.
“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,” the brand toldThe Hollywood Reporter.
The Jo Malone debacle was not the first time Boyega has been removed for promotional material in China. Back in 2015, a Star Wars: The Force Awakens poster for China left out the actor and co-star Oscar Isaac.