Why JohnBoyega has decided to step down from his role at Jo Malone, explained.
It was more than just a simple blunder, though. In fact, what happened is something that happens far too often, and passes through far too many channels of approval without raising enough red flags to put an end to the decision before it becomes a mistake.
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 actor. Boyega's campaign took place in the Peckham area of London, as an homage to his hometown and Nigerian heritage, as well as the neighborhood's ethnically diverse demographic. Not a single Black person was included in the remade advertisement that aired as part of Jo Malone's campaign in China.
"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," the apology from Jo Malone London read."While we immediately took action and removed the local version of the campaign, we recognize that this was painful and that offense was caused.
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