The subsequent Star Wars films centered on characters Rey and Kylo Ren who are portrayed by white actors Daisy Ridley and Adam Driver. They had cut him out of an advert when it was remade for the Chinese market. https://deadline.com/2020/09/john-boyega-jo-malone-china-ad-1234576908/#! ICE Limitations. It makes reference to his Nigerian heritage in a scene featuring West African attire. 04:21 PM - 14 Sep 2020 Boyega responded to the controversy via Twitter just one day after the ad switch made headlines. Take a fresh approach to raising your profile with potential clients. "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. Jo Malone … Jo Malone has not provided any reasons as to why it chose to re-shoot the ad for the Chinese market. Perfume company Jo Malone apologised to the black British star John Boyega. The Latest news for the marketing & media industries. This article is about: World, Water Cooler Creative, Creative, Brand. 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 … 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. when it changed a black man's head to that of a white man. Jo Malone has not provided any reasons as to why it chose to re-shoot the ad for the Chinese market. 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 … By … In a series of tweets, the actor announced that he would be stepping down as Jo Malone… This is a beautifully shot, elegantly conceived, heart-warmingly personal advert - written, directed, produced & starring @JohnBoyega. The key ingredients at the heart of the House of Jo Malone London. In a statement to The Hollywood Reporter, Jo Malone … On Saturday, in a statement to The Hollywood Reporter, Jo Malone London said that the Chinese market version of the commercial was a mistake. Today, we're exploring Jo Malone's re-shoot of Star Wars actor John Boyega's personal 'A London Gent' ad. How DHS plans to secure the Biden inauguration, National Guard troops being vetted as they arrive to guard Capitol, John Boyega joins Black Lives Matter protest, Joanne Rogers, widow of TV icon Fred Rogers, has died at age 92, Betty White to spend 99th birthday feeding ducks who visit daily, Siegfried Fischbacher of Siegfried & Roy has died at 81, Arnold Schwarzenegger condemns Capitol attack in emotional video, Actor Tanya Roberts has died at 65, after premature death report, California Privacy/Information We Collect. 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. Legal Statement. The brand is being accused of … John Boyega walked away from the Estee Lauder-owned company after they edited him out of an advert in China. I have decided to step down as Jo Malone's global ambassador. 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. 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. 271 likes. 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. Entitled “London Gent”, the original ad was a deeply personal one for the actor as it was based on his … It's disgraceful Jo Malone abused his work by re-shooting it w/out Black ppl & w/out his approval for Chinese market. The original ad, which aired last year and won The Fragrance Foundation Awards 2020 … How did rioters breach the U.S. Capitol on January 6? News provided by The Associated Press. 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. the Associated Press (AP) was called out after it cropped Vanessa Nakate. 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. Boyega, whose real name is John Adedayo Bamidele Adegboyega, has spoken out about Hollywood racism recently. — John Boyega (@JohnBoyega) September 14, 2020. The Chinese version used a similar story line and some of the same concepts such as the white horse. John Boyega was seen as a useful marketing gimmick for Jo Malone in the UK but when it came to China, it was a different story. "Like, you guys knew what to do with Daisy Ridley, you knew what to do with Adam Driver," Boyega told GQ. Jo Malone, an upscale British perfume brand owned by Estée Lauder, has said that replacing Boyega with Chinese star Liu Haoran in the ad campaign was a misstep. Helping publishers increase engagement, improve monetization and drive new audiences. Nakate addressed the Associated Press on Twitter with a video, detailing “what it means to be removed from a photo” which went viral. 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British fragrance company Jo Malone has apologized to actor John Boyega after re-creating his original ad without his presence for Chinese audiences. The Star Wars actor was dropped from the brand’s global ad campaign for a specific territory - China. 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 … Jo Malone joins a long list of brands fallen foul of censoring Black people from ads. 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. "We … The film celebrated my personal story – showcasing my hometown, including my friends and featuring my family.”. / CBS/AP. 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”. 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. Jo Malone, which is owned by New York-based Estée Lauder, apologised on Saturday for taking the ad created and directed by Boyega and replacing him with Haoran, saying it was “a mistake”. Powered and implemented by FactSet. No Black actors appear in the newer ad. 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. The version the perfumer released in China, however, saw Boyega replaced by Chinese star Liu Haoran. Creating compelling content your customers will love. The Associated Press contributed to this report. Black actor John Boyega cut out of British cologne ad in China Quick to pull the replica ad from circulation, the perfumer stated that it recognised the re-shoot was ‘painful’ and ‘offensive’. On Saturday, Jo Malone issued a … Despite becoming the brand's first male brand ambassador last year, his statement comes after the perfumer chose to re-shoot the ad he appeared in for its Chinese audience – omitting the star and his friends and family from the local execution. It won the Fragrance Foundation Virtual awards 2020 for Best Media Campaign. Discover more about our home, heritage, our approach to fragrance and the charities we support. 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. TJ's Designs & Events, Winter Park, Florida. Fragrance brand Jo Malone has issued an apology to John Boyega after cutting him out of the Chinese version commercial he helped to create. Jo Malone apologises to John Boyega after actor is cut out of Chinese version of aftershave advert. It was even award-winning, clutching best media campaign at the Fragrance Foundation Virtual Awards 2020. The recreated ad replaced Boyega with Chinese star Liu Haoran. Holding events to support, inform, challenge and advise. Jo Malone backs John Boyega after her old perfume company dropped him from Chinese advert. "It's not good. Jo Malone, an upscale British perfume brand owned by Estée Lauder, has said that replacing Boyega with Chinese star Liu Haoran in the ad campaign was a misstep. It's not the first time Boyega has been deleted from a China-based ad. AddThis. © Carnyx Group Ltd 2021 | The Drum is a Registered Trademark and property of Carnyx Group Limited. Racism recently after actor is cut out of the Chinese market man 's head to that of a man... 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