Jo Malone - John Boyega
John Boyega has ditched his links with a perfume brand, after being replaced in an ad campaign which he helped create.
The Star Wars actor says the aftershave commercial originally featured "his personal story", but it was reshot for the Chinese market with a different model.
The original ad
In a tweet he says:
'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.'
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.
— John Boyega (@JohnBoyega) September 14, 2020
Representatives from the Jo Malone brand have apologised.
John Boyega is an incredible talent, artist and person and we were proud to have him as part of our Jo Malone London family. We respect John’s decision and we wish him all the best.
— Jo Malone London (@JoMaloneLondon) September 14, 2020
John Boyega says:
"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."