Perfume brand apologises to John Boyega over ad cut

British perfume brand Jo Malone has issued an apology to John Boyega for dropping an ad he made for them and replacing him with a Chinese actor.The firm re-shot the personal video the Star Wars actor - made in his home town of London - for the Chinese market.

"We deeply apologise for what, on our end, was a mistake in the local execution of the John Boyega campaign," they said in statement.While the script for the aftershave commercial - which was originally conceived and directed by the British star - remained largely the same, it saw him replaced by another actor, Liu Haoran.

The original version, entitled London Gent, showed Boyega hanging out with friends and family in Peckham, where he grew up, but they were also removed for Chinese audiences., Jo Malone said:"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.

"While we immediately took action and removed the local version of the campaign, we recognise that this was painful and that offence was caused," it added. "We respect John, and support our partners and fans globally. We are taking this misstep very seriously and we are working together as a brand to do better moving forward."John Boyega gives emotional protest speech:"Black men, it starts with you"There was controversy back in 2016 when Disney unveiled a re-versioned movie poster for Star Wars: The Force Awakens in China.

Source: News Formal (newsformal.com)

If this guy wax white, nobody would would question why they decided to use a Chinese actor for an ad to be run in China.

Just like when they cropped him out of the star wars poster, it's almost like they're racist.

And 66 billion don’t give a shit...

Why should an add for aftershave in the ‘Chinese Market’ not be done by a ‘Chinese’ actor? Is that not what the movie industry has been advocating?

Who cares, he's as racist they are.

It would seem corporations keep apologising but still are doing the same damn thing. Is anyone learning from others mistakes orrr is it “Do It, Apologise Later” kinda thing. No hard feelings if it is the latar - I just want to be well informed, when I undertake MY decisions too.

are Disney going to apologise too?

JohnBoyega JoMaloneCBE I despair. Victimhood is off the charts. Total non-story. First rule of marketing: Tailor campaign for market. Chinese markets like Chinese celebrities. It is so incredibly arrogant to think that Boyega has to be the face in China. It’s business!!

Seems like blacks people are starting to realise they’re only there to fit diversity bullshit quotas

Using JohnBoyega in their Chinese advert would have helped in making lives better for black people in China but JoMalone chose the racist option airbrushing him out!!

People get there roles cut all the time, just needs to stop being a baby.

China is racist

Surely it’s up to the company what they do, I’m guessing he still got paid!

BBC you are so bad 🤮🤮🤮🤮apologies to the wrong people

Why apologise for a local marketing decision. This is getting crazy now.

One thing I’m not clear about is was he cut because he’s black or because a Chinese celebrity is more marketable in China? I don’t think many Chinese consumers know who he is.

growing trend of china dictating how we live already rife in Hollywood. Western rich people bow to China as long as money keeps rolling in it really dosnt matter what the colour of your skin is. China has money and greedy people want it. Simple do not buy Jo Malone

🤣 Same thing with the Star Wars poster. If blacks in this country think whites are racist i'd like them to visit China, Saudi Arabia, Japan and India. 🤣

I love how this article just completely fails to mention WHY Jo Malone did this

China 🤦🏻‍♂️ ffs

If we elect Biden this is what we will be getting here in the US.

Disgusting racism

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