John Boyega Steps Down As The Ambassador For Jo Malone

Nigerian-born actor John Boyega has decided to cut ties with British cologne company Jo Malone and will no longer be their global brand ambassador after his concepts were used for a campaign in China without his knowledge.

According to the actor, he came up with the concept for his commercial for Jo Malone, which he also directed. The ad ‘London Gent’ was released in 2019 and won The Fragrance Foundation Virtual Awards 2020 for Best Media Campaign.

 

Now the brand reshot the commercial with Chinese actor Liu Haoran without getting his consent.

Boyega took to Twitter to expressed his displeasure with the brands actions. He tweeted:

“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”

 

 

Jo Malone London also released a statement to apologize for what happened.

“We deeply apologize for what, on our end, was a mistake in the local execution of the John Boyega campaign,” a rep for the brand told The Hollywood Reporter. “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.”

 

You can watch the original ad and recent ad in the video below:

 

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