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Take a fresh approach to raising your profile with potential clients. Boyega, whose real name is John Adedayo Bamidele Adegboyega, has spoken out about Hollywood racism recently. 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 recreated ad replaced Boyega with Chinese star Liu Haoran. 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. In a statement issued to The Hollywood Reporter, Jo Malone London detailed the new ad … 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 subsequent Star Wars films centered on characters Rey and Kylo Ren who are portrayed by white actors Daisy Ridley and Adam Driver. Features providing insights into the marketing industries. Jo Malone … However, Boyega was shocked when he saw the ad he directed and starred in received a total makeover for Jo Malone's Chinese audience. John Boyega Cuts Ties with Jo Malone London After Fragrance Brand Replaces Him in His Ad for China this link is to an external site that may or may not meet accessibility guidelines. What Happened: Jo Malone London, the Estée Lauder -owned perfume brand, has apologized about replacing Star Wars actor John Boyega, who conceived and directed the brand’s “London Gent” advertisement, with the actor Liu Haoran for the Chinese version of Boyega’s advertisement. British perfume and candle maker Jo Malone London is in the hot seat this week after Star Wars actor John Boyega called them out for replacing him entirely with Chinese star Liu Haoran ( Detective Chinatown) in an original video he conceptualized no less for the brand’s adverts in China. The Star Wars actor was dropped from the brand’s global ad campaign for a specific territory - China. 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 joins a long list of brands fallen foul of censoring Black people from ads. By … It's disgraceful Jo Malone abused his work by re-shooting it w/out Black ppl & w/out his approval for Chinese market. © 2020 CBS Interactive Inc. All Rights Reserved. This article is about: World, Water Cooler Creative, Creative, Brand. News provided by The Associated Press. September 14, 2020 / 3:53 PM 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. In tweets posted on … Helping publishers increase engagement, improve monetization and drive new audiences. 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. Nakate addressed the Associated Press on Twitter with a video, detailing “what it means to be removed from a photo” which went viral. 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. Search 2,345 jobs in marketing, advertising, creative and media. When I joined the brand as their first male global ambassador last year, I created the short film we used to launch the campaign. TJ's Designs & Events, Winter Park, Florida. This material may not be published, broadcast, rewritten, or redistributed. No Black actors appear in the newer ad. Jo Malone backs John Boyega after her old perfume company dropped him from Chinese advert. 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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. 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. Boyega responded to the controversy via Twitter just one day after the ad switch made headlines. The film celebrated my personal story – showcasing my hometown, including my friends and featuring my family.”. British fragrance company Jo Malone has apologized to actor John Boyega after re-creating his original ad without his presence for Chinese audiences. It has removed the ad and apologized. Boyega and his representatives couldn't be reached for comment. It has removed the ad and apologized. "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. 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. Earlier this year, the Associated Press (AP) was called out after it cropped Vanessa Nakate, a Ugandan climate activist, from a photo featuring prominent climate activists, Greta Thunberg, Loukina Tille, Luisa Neubauer and Isabelle Axelsson. "We … Despite the changes, the ad follows largely the same script. He Had Time Bruv: John Boyega Tells Jo Malone To Piss Off After They Removed Him From China Ad he actor who was the first male brand ambassador for the brand took to Twitter to let Jo Malone … when it changed a black man's head to that of a white man. 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's not good. You may not be anywhere near the office water cooler right now, but we still want to spotlight the most talked about creative from the brands that should be on your radar. 271 likes. "You knew what to do with these other people, but when it came to Kelly Marie Tran, when it came to John Boyega, you know f*** all. Creating compelling content your customers will love. Last year, Boyega conceived, starred in, and directed a commercial for the band, which showcased his friends and family and was shot in his diverse hometown on Peckham, London. The Chinese version used a similar story line and some of the same concepts such as the white horse. 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. You can see a comparison between the two ads below, making it very obvious that Jo Malone just filmed a shot-for-shot remake. Powered and implemented by FactSet. The Associated Press contributed to this report. © Carnyx Group Ltd 2021 | The Drum is a Registered Trademark and property of Carnyx Group Limited. It features the London-born actor walking around the neighborhood where he grew up and riding a horse in a park. ", First published on September 14, 2020 / 12:29 PM. 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. In a statement to The Hollywood Reporter, Jo Malone … Actor John Boyega has resigned as global ambassador for global perfume brand Jo Malone after being replaced by a Chinese actor for an ad he made in his home in London. 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. 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. TJ’s Designs & Events is an unsurpassed foundation of abundant & signature services crafted for a dashing & tailored experience. They had cut him out of an advert when it was remade for the Chinese market. Latest insights, case studies and news from agencies, tech vendors, freelancers and other organisations. The key ingredients at the heart of the House of Jo Malone London. It was even award-winning, clutching best media campaign at the Fragrance Foundation Virtual Awards 2020. 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. Jo Malone has not provided any reasons as to why it chose to re-shoot the ad for the Chinese market. I have decided to step down as Jo Malone's global ambassador. John Boyega walked away from the Estee Lauder-owned company after they edited him out of an advert in China. 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 … Discover more about our home, heritage, our approach to fragrance and the charities we support. 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 … Indeed, Boyega previously faced a similar situation in 2016, when Disney chose to shrink the size of his character, Finn, in the poster for The Force Awakens in China. The original ad, which aired last year and won The Fragrance Foundation Awards 2020 … Today, we're exploring Jo Malone's re-shoot of Star Wars actor John Boyega's personal 'A London Gent' ad. Drum is a Registered Trademark and property of Carnyx Group Limited news from agencies, vendors... Commercial he helped to create the film was based on John 's personal experiences and should not been. House of Jo Malone 's global ambassador Malone has issued an apology to Boyega! 'S re-shoot of Star Wars actor was dropped from the Estee Lauder-owned company after edited... 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