John Boyega has severed ties with Jo Malone London perfume after their decision to recast him in an ad that celebrated his 'personal story.'
has decided to end his involvement with Jo Malone London perfume. The decision comes after theThe award-winning commercial,"London Gent," was conceived of, directed by and starred Boyega, as well as a diverse and multicultural cast.
"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," he continued."The film celebrated my personal story– showcasing my hometown, including my friends and featuring my family." 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.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.
"While we immediately took action and removed the local version of the campaign, we recognize that this was painful and that offense was caused," it added."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."
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