The key ingredients at the heart of the House of Jo Malone London. You can see a comparison between the two ads below, making it very obvious that Jo Malone just filmed a shot-for-shot remake. 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. 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. Take a fresh approach to raising your profile with potential clients. All rights reserved. By … 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. British fragrance company Jo Malone has apologized to actor John Boyega after re-creating his original ad without his presence for Chinese audiences. Powered and implemented by FactSet. https://t.co/13Ufp5h3Ku. In a series of tweets, the actor announced that he would be stepping down as Jo Malone… I'll say it straight up.". 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. 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. The recreated ad replaced Boyega with Chinese star Liu Haoran. Boyega responded to the controversy via Twitter just one day after the ad switch made headlines. Latest insights, case studies and news from agencies, tech vendors, freelancers and other organisations. Boyega, Jo Malone’s first male global ambassador, took to … On Saturday, in a statement to The Hollywood Reporter, Jo Malone London said that the Chinese market version of the commercial was a mistake. 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. 04:21 PM - 14 Sep 2020 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. Holding events to support, inform, challenge and advise. The Star Wars actor was dropped from the brand’s global ad campaign for a specific territory - China. "It's not good. Helping publishers increase engagement, improve monetization and drive new audiences. 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 … Nakate addressed the Associated Press on Twitter with a video, detailing “what it means to be removed from a photo” which went viral. Jo Malone joins a long list of brands fallen foul of censoring Black people from ads. 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. In a statement to The Hollywood Reporter, Jo Malone … 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. ADVERTISEMENT This is a beautifully shot, elegantly conceived, heart-warmingly personal advert - written, directed, produced & starring @JohnBoyega. When I joined the brand as their first male global ambassador last year, I created the short film we used to launch the campaign. Boyega, whose real name is John Adedayo Bamidele Adegboyega, has spoken out about Hollywood racism recently. Jo Malone has not provided any reasons as to why it chose to re-shoot the ad for the Chinese market. John Boyega walked away from the Estee Lauder-owned company after they edited him out of an advert in China. © Carnyx Group Ltd 2021 | The Drum is a Registered Trademark and property of Carnyx Group Limited. The original ad, conceived by and starring Boyega, aired last year and was called "The London Gent." It has removed the ad and apologized. 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 … This material may not be published, broadcast, rewritten, or redistributed. TJ's Designs & Events, Winter Park, Florida. "We … It's disgraceful Jo Malone abused his work by re-shooting it w/out Black ppl & w/out his approval for Chinese market. OUR STORIES The subsequent Star Wars films centered on characters Rey and Kylo Ren who are portrayed by white actors Daisy Ridley and Adam Driver. It has removed the ad and apologized. British actor John Boyega has said he will no longer be working with Jo Malone London. The version the perfumer released in China, however, saw Boyega replaced by Chinese star Liu Haoran. Creating compelling content your customers will love. 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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 … 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. 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. Despite the changes, the ad follows largely the same script. 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”. On Saturday, Jo Malone issued a … 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. Copyright © 2021 CBS Interactive Inc. All rights reserved. The Associated Press contributed to this report. In tweets posted on … Search 2,345 jobs in marketing, advertising, creative and media. "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. They had cut him out of an advert when it was remade for the Chinese market. Jo Malone apologises to John Boyega after actor is cut out of Chinese version of aftershave advert. The premise of the original campaign was a homage to London, Boyega's hometown, and a personal story that featured the actor's friends and family hanging out in his home district of Peckham. ", First published on September 14, 2020 / 12:29 PM. 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. 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. TJ’s Designs & Events is an unsurpassed foundation of abundant & signature services crafted for a dashing & tailored experience. Black actor John Boyega cut out of British cologne ad in China 271 likes. News provided by The Associated Press. The Chinese version used a similar story line and some of the same concepts such as the white horse. Actor John Boyega quits Jo Malone over Chinese ad Tuesday, 15 Sep 2020 05:43 PM MYT John Boyega’s move follows his criticism of the marketing of non-white characters in the latest ‘Star Wars’ films and his outspoken support for the Black Lives Matter movement. Features providing insights into the marketing industries. It's not the first time Boyega has been deleted from a China-based ad. How did rioters breach the U.S. Capitol on January 6? "Like, you guys knew what to do with Daisy Ridley, you knew what to do with Adam Driver," Boyega told GQ. John Boyega Parts From Jo Malone Fragrance After Being Replaced In Chinese Ad By Julia Sachs ON September 15, 2020 Star Wars actor John Boyega announced on Twitter on Monday that he is parting with Jo Malone London, a high end fragrance company, after the company reportedly replaced him in an ad campaign with a Chinese model. Perfume company Jo Malone apologised to the black British star John Boyega. Today, we're exploring Jo Malone's re-shoot of Star Wars actor John Boyega's personal 'A London Gent' ad. 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. Explore the latest, and greatest, creative work from around the globe. © 2020 CBS Interactive Inc. All Rights Reserved. Quick to pull the replica ad from circulation, the perfumer stated that it recognised the re-shoot was ‘painful’ and ‘offensive’. John Boyega terminated his partnership with British perfumer Jo Malone after learning that a Chinese actor had replaced him in an 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. Jo Malone has not provided any reasons as to why it chose to re-shoot the ad for the Chinese market. The film celebrated my personal story – showcasing my hometown, including my friends and featuring my family.”. Market data provided by ICE Data Services. Jo Malone has not provided any reasons as to why it chose to re-shoot the ad for the Chinese market. Providing great companies with the recognition they deserve. Legal Statement. 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. https://deadline.com/2020/09/john-boyega-jo-malone-china-ad-1234576908/#! I have decided to step down as Jo Malone's global ambassador. 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. This article is about: World, Water Cooler Creative, Creative, Brand. 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