All rights reserved. Search 2,345 jobs in marketing, advertising, creative and media. 04:21 PM - 14 Sep 2020 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. 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The version the perfumer released in China, however, saw Boyega replaced by Chinese star Liu Haoran. Market data provided by ICE Data Services. 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. The subsequent Star Wars films centered on characters Rey and Kylo Ren who are portrayed by white actors Daisy Ridley and Adam Driver. 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. 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. 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. Holding events to support, inform, challenge and advise. Boyega, whose real name is John Adedayo Bamidele Adegboyega, has spoken out about Hollywood racism recently. Nakate addressed the Associated Press on Twitter with a video, detailing “what it means to be removed from a photo” which went viral. Boyega, Jo Malone’s first male global ambassador, took to … It's not the first time Boyega has been deleted from a China-based ad. 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. — John Boyega (@JohnBoyega) September 14, 2020. 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. when it changed a black man's head to that of a white man. 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. 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. It's disgraceful Jo Malone abused his work by re-shooting it w/out Black ppl & w/out his approval for Chinese market. Copyright © 2021 CBS Interactive Inc. All rights reserved. / CBS/AP. ADVERTISEMENT Today, we're exploring Jo Malone's re-shoot of Star Wars actor John Boyega's personal 'A London Gent' ad. Take a fresh approach to raising your profile with potential clients. The Star Wars actor was dropped from the brand’s global ad campaign for a specific territory - China. In a series of tweets, the actor announced that he would be stepping down as Jo Malone… the Associated Press (AP) was called out after it cropped Vanessa Nakate. When I joined the brand as their first male global ambassador last year, I created the short film we used to launch the campaign. "We … They had cut him out of an advert when it was remade for the Chinese market. https://t.co/13Ufp5h3Ku. "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. September 14, 2020 / 3:53 PM Features providing insights into the marketing industries. 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”. The brand is being accused of … Providing great companies with the recognition they deserve. 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. 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. 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. The Chinese version used a similar story line and some of the same concepts such as the white horse. Powered and implemented by FactSet. 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. Helping publishers increase engagement, improve monetization and drive new audiences. In a statement issued to The Hollywood Reporter, Jo Malone London detailed the new ad … John Boyega terminated his partnership with British perfumer Jo Malone after learning that a Chinese actor had replaced him in an ad. No Black actors appear in the newer ad. The key ingredients at the heart of the House of Jo Malone London. This article is about: World, Water Cooler Creative, Creative, Brand. 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Quick to pull the replica ad from circulation, the perfumer stated that it recognised the re-shoot was ‘painful’ and ‘offensive’. © Carnyx Group Ltd 2021 | The Drum is a Registered Trademark and property of Carnyx Group Limited. AddThis. On Saturday, Jo Malone issued a … Perfume Brand Jo Malone Apologizes For Replacing John Boyega In Chinese Commercial The short film called "London Gent" was written and directed by Boyega. How did rioters breach the U.S. Capitol on January 6? British actor John Boyega has said he will no longer be working with Jo Malone London. 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. The recreated ad replaced Boyega with Chinese star Liu Haoran. This material may not be published, broadcast, rewritten, or redistributed. The original ad, conceived by and starring Boyega, aired last year and was called "The London Gent." https://deadline.com/2020/09/john-boyega-jo-malone-china-ad-1234576908/#! The Latest news for the marketing & media industries. "Like, you guys knew what to do with Daisy Ridley, you knew what to do with Adam Driver," Boyega told GQ. On Saturday, in a statement to The Hollywood Reporter, Jo Malone London said that the Chinese market version of the commercial was a mistake. It has removed the ad and apologized. Jo Malone backs John Boyega after her old perfume company dropped him from Chinese advert. 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 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. 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. 271 likes. 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. Jo Malone apologises to John Boyega after actor is cut out of Chinese version of aftershave advert. Discover more about our home, heritage, our approach to fragrance and the charities we support. 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. 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 … "It's not good. Jo Malone joins a long list of brands fallen foul of censoring Black people from ads. It has removed the ad and apologized. You can see a comparison between the two ads below, making it very obvious that Jo Malone just filmed a shot-for-shot remake. Latest insights, case studies and news from agencies, tech vendors, freelancers and other organisations. Entitled “London Gent”, the original ad was a deeply personal one for the actor as it was based on his … John Boyega walked away from the Estee Lauder-owned company after they edited him out of an advert in China. It won the Fragrance Foundation Virtual awards 2020 for Best Media Campaign. 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. It makes reference to his Nigerian heritage in a scene featuring West African attire. 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. Boyega and his representatives couldn't be reached for comment. In tweets posted on … 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. By … 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. 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. ICE Limitations. Described as ‘a story of talent, energy and inspiration from a true Londoner’ John Boyega's first work for Jo Malone London was a hit. "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. Black actor John Boyega cut out of British cologne ad in China It was even award-winning, clutching best media campaign at the Fragrance Foundation Virtual Awards 2020. British fragrance company Jo Malone has apologized to actor John Boyega after re-creating his original ad without his presence for Chinese audiences. © 2020 CBS Interactive Inc. All Rights Reserved. It features the London-born actor walking around the neighborhood where he grew up and riding a horse in a park. Despite the changes, the ad follows largely the same script. 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 … The film celebrated my personal story – showcasing my hometown, including my friends and featuring my family.”. I'll say it straight up.". Fragrance brand Jo Malone has issued an apology to John Boyega after cutting him out of the Chinese version commercial he helped to create. OUR STORIES TJ's Designs & Events, Winter Park, Florida. The original ad, which aired last year and won The Fragrance Foundation Awards 2020 … TJ’s Designs & Events is an unsurpassed foundation of abundant & signature services crafted for a dashing & tailored experience. 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”. 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. ", First published on September 14, 2020 / 12:29 PM. Boyega responded to the controversy via Twitter just one day after the ad switch made headlines. 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. Creating compelling content your customers will love. The Associated Press contributed to this report. This is a beautifully shot, elegantly conceived, heart-warmingly personal advert - written, directed, produced & starring @JohnBoyega. Perfume company Jo Malone apologised to the black British star John Boyega. 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. Jo Malone has not provided any reasons as to why it chose to re-shoot the ad for the Chinese market. 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. 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. "The concept for the film was based on John's personal experiences and should not have been replicated," Jo Malone said. However, Boyega was shocked when he saw the ad he directed and starred in received a total makeover for Jo Malone's Chinese audience. 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 … House of Jo Malone London World, Water Cooler creative, creative, creative, brand Foundation Virtual 2020. Helped to create cologne ad in China, however, saw Boyega replaced Chinese! Support, inform, challenge and advise a China-based ad Chinese market out... Inc. All rights reserved 2021 | the Drum is a Registered Trademark and of. Concept for the film was based on John 's personal ' a Gent. Her old perfume company dropped him from Chinese advert time Boyega has been deleted from a China-based.. 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