John Boyega decided to drop out as Jo Malone’s global ambassador after the brand cut him out in its commercial ad in China.
An unhappy Boyega took to Twitter to announce his resignation from the British cologne company after he was replaced in the brand’s commercial in China that used his concept without his consent.
“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,” he wrote on Twitter.
“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. The film celebrated my personal story– showcasing my hometown, including my friends and featuring my family,” he added.
In another tweet, he said he understood that there is a variety of global and local ambassadors. However, he could not accept the brand’s move of “dismissively trading out one’s culture.”
“It’s back to back but I assure you this will be dealt with swiftly. I don’t have time for nonsense. We press on and strong. Stay blessed people,” he wrote to conclude his series of tweets.
Boyega received his fans’ full support after learning about his sentiments towards the brand. Several flooded his posts with words of encouragement as he stands his ground against the company.
“Stand firm, brother! They have been stealing and co-opting from the dawn of civilization. GET DI LAWYERS PON DEM!” one commented.
“It’s so so wrong of them to do what they did, and it’s ironic considering the timing of what you just spoke about publicly. it’s their loss, you’re on to do bigger & better things and I’m very proud of you,” another added.
Earlier this month, Boyega called out Disney for sidelining his character in the “Star Wars” universe. He said that he was the only actor who had a unique experience in the franchise based on race.
“They gave all the nuance to Adam Driver, all the nuance to Daisy Ridley. Let’s be honest. Daisy knows this. Adam knows this. Everybody knows. I’m not exposing anything. I’m the only cast member who had their own unique experience of that franchise based on their race,” Boyega told GQ.