John Boyega Was Replaced In His Own Ad Campaign

John Boyega has decided that he will no longer represent the London cosmetics brand Jo Malone after they had replaced him in his own campaign.

Despite the company’s attempt to apologise for their decision, John Boyega took to Twitter to announce that he will be leaving his role as the global ambassador for the fragrance company.

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In a Twitter thread on Monday, John explained his decision to leave, he wrote: “I have decided to step down as Jo Malone’s global ambassador.”

The actor went on to write: “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.”

“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.” – He added.

John Boyega explained that ‘many brands understandably use a variety of global and local ambassadors’, but ‘dismissively trading out one’s culture this way’ is something that he can not stand for.

“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.” – He concluded.

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

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.

— John Boyega (@JohnBoyega) September 14, 2020

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.

— John Boyega (@JohnBoyega) September 14, 2020

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 ❤️

— John Boyega (@JohnBoyega) September 14, 2020

The original advert, titled ‘The London Gent’ aired last year and saw John Boyega walking around his childhood neighborhood, it also acknowledges his Nigerian background.

The brand Jo Malone told The Hollywood Reporter: “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.”

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Though this was not the first time John Boyega has been removed from promotional material in China. A ‘Star Wars: The Force Awakens’ poster for China left out the actor and co-star Oscar Isaac, back in 2015.