John Boyega has stepped down from his role as a global ambassador for perfume brand Jo Malone after the company cut the black actor from the Chinese version of an aftershave advert he helped create.
The Star Wars actor, 28, said the fragrance firm’s decision was ‘wrong,’ writing on Twitter that while he accepted companies use different representatives around the world, ‘dismissively trading out one’s culture this way is not something I can condone’.
Jo Malone had earlier apologised after removing Boyega, best known for playing Finn in the Star Wars films, from the advert, which has since been removed.
In a statement announcing he was stepping down from his ambassadorial role, Boyega said: ‘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.
‘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.’
The British star came up with the idea for the original advert, which shows him enjoying time with his friends and family where he grew up in Peckham, south London.
Mr Boyega also directed the advert, based around his personal experiences, for the scented candle brand, titled London Gent.
But in China the advert was recast without any black actors.
Instead it features Chinese actor Liu Hoaran in Mr Boyega’s starring role.
Watch both the videos below:
John Boyega came up with the idea for the ad, directed the short film himself, used personal experiences as the basis, so they ripped off his creative ideas and reshot his original film virtually shot-for-shot for the Chinese market!
Edit: Original left – Reshoot right. pic.twitter.com/IuQiQjxH50
— Samuel Akinosho® (@Samuel0X_) September 15, 2020
Jo Malone has now apologised to Mr Boyega, saying it was a ‘mistake’ to try and replicate his personal experiences using a different actor.
The company said in a statement: ‘We deeply apologise for what on our end was a mistake in the local execution of the John Boyega campaign.
‘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.’
This is the ad John Boyega came up with and directed. It is great. This is his intellectual property and We demand that John Boyega be duly compensated. Enough of this Enough!!! #BlackLivesMatter #BlackJoy pic.twitter.com/Qj2KLbWhZv
— ?Ghost Udy??? (@OriginlGangsta) September 15, 2020