The key ingredients at the heart of the House of Jo Malone London. Actor John Boyega has ended his association with perfume brand Jo Malone after the company controversially cut him from a commercial for the Chinese market. Explore the latest, and greatest, creative work from around the globe. "What I would say to Disney is 'Do not bring out a black character, market them to be much more important in the franchise than they are and then have them pushed to the side,'" he told GQ magazine earlier this month. It has removed the ad and apologized. Jo Malone has not provided any reasons as to why it chose to re-shoot the ad for the Chinese market. ", First published on September 14, 2020 / 12:29 PM. Despite the changes, the ad follows largely the same script. John Boyega Cuts Ties with Jo Malone London After Fragrance Brand Replaces Him in His Ad for China this link is to an external site that may or may not meet accessibility guidelines. It features the London-born actor walking around the neighborhood where he grew up and riding a horse in a park. The Associated Press contributed to this report. — John Boyega (@JohnBoyega) September 14, 2020. "The concept for the film was based on John's personal experiences and should not have been replicated," Jo Malone said. British perfume brand Jo Malone London has issued an apology to John Boyega for dropping an ad he made for them and replacing him with a Chinese … Actor John Boyega has resigned as global ambassador for global perfume brand Jo Malone after being replaced by a Chinese actor for an ad he made in his home in London. Discover more about our home, heritage, our approach to fragrance and the charities we support. 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British actor John Boyega has said he will no longer be working with Jo Malone London. It makes reference to his Nigerian heritage in a scene featuring West African attire. ADVERTISEMENT Jo Malone joins a long list of brands fallen foul of censoring Black people from ads. The film celebrated my personal story – showcasing my hometown, including my friends and featuring my family.”. This material may not be published, broadcast, rewritten, or redistributed. "We … 271 likes. OUR STORIES NEW YORK — British perfume brand Jo Malone has apologized to Black actor John Boyega of “Star Wars” fame after cutting him out of the Chinese version of a cologne commercial he helped create. Finn was a key character who wielded a lightsaber in the first film of the latest sequel trilogy but was edged to the sidelines by the third film. Helping publishers increase engagement, improve monetization and drive new audiences. They had cut him out of an advert when it was remade for the Chinese market. Actor John Boyega quits Jo Malone over Chinese ad Tuesday, 15 Sep 2020 05:43 PM MYT John Boyega’s move follows his criticism of the marketing of non-white characters in the latest ‘Star Wars’ films and his outspoken support for the Black Lives Matter movement. In a series of tweets, the actor announced that he would be stepping down as Jo Malone… Search 2,345 jobs in marketing, advertising, creative and media. In tweets posted on … Legal Statement. "You knew what to do with these other people, but when it came to Kelly Marie Tran, when it came to John Boyega, you know f*** all. Described as ‘a story of talent, energy and inspiration from a true Londoner’ John Boyega's first work for Jo Malone London was a hit. The Star Wars actor was dropped from the brand’s global ad campaign for a specific territory - China. You can see a comparison between the two ads below, making it very obvious that Jo Malone just filmed a shot-for-shot remake. In a statement to The Hollywood Reporter, Jo Malone London admitted that the concept for the film was based on Boyega’s personal experiences and should not have been replicated. Nakate addressed the Associated Press on Twitter with a video, detailing “what it means to be removed from a photo” which went viral. No Black actors appear in the newer ad. Boyega and his representatives couldn't be reached for comment. The original ad, which aired last year and won The Fragrance Foundation Awards 2020 … Rather than just airing the advertisement that Boyega already filmed, Jo Malone created a shot-for-shot remake in which they replaced Boyega with Liu Haoran, a Chinese … Storylines in the film played out differently for the characters played by white actors, said Boyega, who has been involved in the Black Lives Matter movement. Providing great companies with the recognition they deserve. Copyright © 2021 CBS Interactive Inc. All rights reserved. In 2009, Microsoft got itself into a spot of bother when it was caught altering an image from its US website for its Polish audience, when it changed a black man's head to that of a white man. In its defence, David Ake, the AP’s director of photography, told Buzzfeed UK that, under a tight deadline, the photographer “cropped it purely on composition grounds”. Fragrance brand Jo Malone has issued an apology to John Boyega after cutting him out of the Chinese version commercial he helped to create. Latest insights, case studies and news from agencies, tech vendors, freelancers and other organisations. Market data provided by ICE Data Services. John Boyega Parts From Jo Malone Fragrance After Being Replaced In Chinese Ad By Julia Sachs ON September 15, 2020 Star Wars actor John Boyega announced on Twitter on Monday that he is parting with Jo Malone London, a high end fragrance company, after the company reportedly replaced him in an ad campaign with a Chinese model. AddThis. / CBS/AP. John Boyega terminated his partnership with British perfumer Jo Malone after learning that a Chinese actor had replaced him in an ad. 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September 14, 2020 / 3:53 PM The original ad, conceived by and starring Boyega, aired last year and was called "The London Gent." However, Boyega was shocked when he saw the ad he directed and starred in received a total makeover for Jo Malone's Chinese audience. Jo Malone … Earlier this year, the Associated Press (AP) was called out after it cropped Vanessa Nakate, a Ugandan climate activist, from a photo featuring prominent climate activists, Greta Thunberg, Loukina Tille, Luisa Neubauer and Isabelle Axelsson. https://deadline.com/2020/09/john-boyega-jo-malone-china-ad-1234576908/#! On Saturday, in a statement to The Hollywood Reporter, Jo Malone London said that the Chinese market version of the commercial was a mistake. While Boyega concedes that companies can rightly use different representatives to cater to different markets, he wrote on his Twitter account that: “[Jo Malone's] decision to replace my campaign in China – using my concepts and substituting a local brand ambassador for me, without either my consent or prior notice, was wrong. News provided by The Associated Press. It has removed the ad and apologized. Jo Malone backs John Boyega after her old perfume company dropped him from Chinese advert. the Associated Press (AP) was called out after it cropped Vanessa Nakate. I'll say it straight up.". Holding events to support, inform, challenge and advise. Boyega responded to the controversy via Twitter just one day after the ad switch made headlines. Jo Malone apologises to John Boyega after actor is cut out of Chinese version of aftershave advert. It's not the first time Boyega has been deleted from a China-based ad. British perfume brand Jo Malone has apologized to Black actor John Boyega of "Star Wars" fame after cutting him out of the Chinese version of a cologne commercial he helped create. Perfume brand Jo Malone has apologised to the actor John Boyega for cutting him out of an advert he conceived, directed and starred in when it … 04:21 PM - 14 Sep 2020 The Latest news for the marketing & media industries. All rights reserved. "Like, you guys knew what to do with Daisy Ridley, you knew what to do with Adam Driver," Boyega told GQ. When I joined the brand as their first male global ambassador last year, I created the short film we used to launch the campaign. In a statement to The Hollywood Reporter, Jo Malone … In a statement issued to The Hollywood Reporter, Jo Malone London detailed the new ad … Jo Malone London, a perfume and candle brand, apologized to its global brand ambassador John Boyega after it reshot his personal advert without him for the Chinese market. You may not be anywhere near the office water cooler right now, but we still want to spotlight the most talked about creative from the brands that should be on your radar. As Variety notes, this controversy over the Jo Malone ad came after Boyega's Star Wars character, Finn, appeared noticeably smaller on the Chinese version of … The recreated ad replaced Boyega with Chinese star Liu Haoran. The premise of the original campaign was a homage to London, Boyega's hometown, and a personal story that featured the actor's friends and family hanging out in his home district of Peckham. The subsequent Star Wars films centered on characters Rey and Kylo Ren who are portrayed by white actors Daisy Ridley and Adam Driver. The Chinese version used a similar story line and some of the same concepts such as the white horse. This article is about: World, Water Cooler Creative, Creative, Brand. Indeed, Boyega previously faced a similar situation in 2016, when Disney chose to shrink the size of his character, Finn, in the poster for The Force Awakens in China. Jo Malone has not provided any reasons as to why it chose to re-shoot the ad for the Chinese market. This is a beautifully shot, elegantly conceived, heart-warmingly personal advert - written, directed, produced & starring @JohnBoyega. Black actor John Boyega cut out of British cologne ad in China British fragrance company Jo Malone has apologized to actor John Boyega after re-creating his original ad without his presence for Chinese audiences. It won the Fragrance Foundation Virtual awards 2020 for Best Media Campaign. © Carnyx Group Ltd 2021 | The Drum is a Registered Trademark and property of Carnyx Group Limited. Today, we're exploring Jo Malone's re-shoot of Star Wars actor John Boyega's personal 'A London Gent' ad. It's disgraceful Jo Malone abused his work by re-shooting it w/out Black ppl & w/out his approval for Chinese market. Creating compelling content your customers will love. He played a leading role as Finn in 2015′s "Star Wars: The Force Awakens," but was removed from a Chinese poster for the movie, along with other nonwhite characters in the film who were either removed or diminished. The movie's creators didn't know how to handle Kelly Marie Tran's character Rose, according to Boyega, who suggested that Naomi Ackie, the Black British actress who played Jannah; and Guatemalan-born Oscar Isaac, who played Poe, were similarly marginalized. How did rioters breach the U.S. Capitol on January 6? "It's not good. Entitled “London Gent”, the original ad was a deeply personal one for the actor as it was based on his … It was even award-winning, clutching best media campaign at the Fragrance Foundation Virtual Awards 2020. https://t.co/13Ufp5h3Ku. What Happened: Jo Malone London, the Estée Lauder -owned perfume brand, has apologized about replacing Star Wars actor John Boyega, who conceived and directed the brand’s “London Gent” advertisement, with the actor Liu Haoran for the Chinese version of Boyega’s advertisement. Jo Malone London said in a statement to The Hollywood Reporter that the ad, designed for Chinese audiences, was a misstep and has been removed. By … The version the perfumer released in China, however, saw Boyega replaced by Chinese star Liu Haoran. Last year, Boyega conceived, starred in, and directed a commercial for the band, which showcased his friends and family and was shot in his diverse hometown on Peckham, London. Boyega, whose real name is John Adedayo Bamidele Adegboyega, has spoken out about Hollywood racism recently. © 2020 CBS Interactive Inc. All Rights Reserved. John Boyega walked away from the Estee Lauder-owned company after they edited him out of an advert in China. 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