John Boyega announced that he would step down as brand ambassador after cutting from the Chinese version of the British colon company Joe Malone, whose original idea, directing and acting is professional.
“I have decided to step down as Malone’s global ambassador. When I joined the brand last year as their first male global ambassador, I made a short film that we used to launch the campaign. He won the Fragrance Foundation Virtual Award 2020 for Best Media Campaign, ‘he tweeted on Monday.
The original commercial, called “London Giant”, featured Boyega roaming London’s Peckham neighborhood, featuring a predominantly black cast.
“His decision to change my campaign in China by using my concepts and establishing a local brand ambassador for me, without my consent or prior notice, was wrong. The film is celebrated through a personal story – showcasing my homeland and my family, including my friends, “Boyega wrote.
Boega made a public apology after Malone reinstated his commercial and re-drew it with Chinese actor Liu Haoran in a new version.
“We apologize for the inconvenience caused by the local implementation of the John Boyega campaign in the end. John is a terrific artist with great personal vision and directing. The concept for the film was based on John’s personal experiences and should not be copied. When we took immediate action and removed the local version of the campaign, we recognized that it was tragic and that it was due to crime. We respect John, and support our partners and fans globally. We are taking this mistake very seriously and we are working together as a brand to move forward, “said Jo Malone in a statement to The Hollywood Reporter.
“While many brands use different global and local ambassadors wisely, it’s not fair to let someone’s culture be fired,” the Star Wars actor wrote. “It simply came to our notice then. I don’t have time for crap. We turn and press hard. Be blessed people. ”
“We respect John’s decision and wish him all the best,” said Joe Malone, accepting Boyega’s resignation.
