Jo Malone Calls Its Decision To Cut John Boyega Out Of A Commercial For China A “Misstep”
He said: “There’s a mixture of things you see me do in that film. You see me in a professional environment on a film set, then with family, and it’s about breaking free of the concept of ‘going back or returning to your roots,’ but more about the roots existing with this new side of my life.”In the repackaged version, Chinese actor Liu can be seen hanging out with friends and riding a horse identical to the one Boyega rides in his version of the commercial.
According to the Hollywood Reporter, Boyega was unaware that his concept had been lifted and repackaged for a Chinese audience and only found it through social media. The spokesperson told the Hollywood Reporter that the company"immediately" moved to remove the edited ad but acknowledged harm was still done.
“We respect John, and support our partners and fans globally. We are taking this misstep very seriously and we are working together as a brand to do better moving forward," the statement said. This isn’t the first instance Boyega has been erased or minimized in the Chinese market. In 2015, promotional material forof the actor that were dramatically reduced in size despite being part of the main cast.
Online, people have criticized Jo Malone London and accused the brand of pandering to anti-Black sentiments despite expressing public support for the Black Lives Matter movement following the death of George Floyd.This is not comfortable to admit, but they replaced John Boyega to appeal to the anti Black Chinese market of consumers & it's sad. Keeping John Boyega in the advert could help break the chain of anti Blackness. Just saying. https://t.
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