8.6 C
New York
Sunday, September 26, 2021
Home Lifestyle John Boyega quits perfume ambassador role over Chinese ad

John Boyega quits perfume ambassador role over Chinese ad


Actor John Boyega stepped down from his role as a global ambassador for perfume brand Jo Malone on Monday after the company decided to hire a Chinese actor to replace him in an ad he created.

The Star Wars star, who is Black, wrote on Twitter that the brand’s 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.”

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. It has removed the ad and apologized.

The original ad starring Boyega, 28, aired last year and was called The London Gent. It features the London-born actor walking around the neighbourhood where he grew up and riding a horse in a park, and it makes reference to his Nigerian heritage in a scene featuring West African attire.

“The film celebrated my personal story — showcasing my hometown, including my friends and featuring my family,” Boyega wrote.

“While many brands understandably use a variety of global and local ambassadors, dismissively trading out one’s culture this way is not something I can condone.”

It’s not the first time Boyega has been deleted from a China-based ad. He played a leading role as Finn in 2015’s Star Wars: The Force Awakens, but he and other nonwhite characters were removed or diminished from a Chinese poster for the movie.

In an interview with GQ magazine, Boyega recently said that Black characters have been “pushed to the side” in Disney’s Star Wars franchise. In June, the star made an emotional speech on racism when he joined Black Lives Matter protests in London.
 





Source link

Today news
Today News 1 runs four of the western GTA’s most influential media websites, offering news, food, lifestyle and entertainment coverage for millions to the Golden Horseshoe and GTA regions. The independently-run, online news source was founded in 2019 and specializes in everything from breaking news to food and restaurant, arts and entertainment and lifestyle coverage.

LEAVE A REPLY

Please enter your comment!
Please enter your name here

- Advertisment -

Most Popular

Why some Canadians are ready to travel; landlord boots tenant over tattoos: CBC’s Marketplace cheat sheet

Miss something this week? Don't panic. CBC's Marketplace rounds up the consumer and health news you need. Want this in your inbox? Get the Marketplace newsletter every...

U.K. eyes temporary truck driver visas to ease fuel rationing

In a U-turn, the British government is expected to ease visa rules for truck drivers to help fix supply-chain problems that have triggered...

U.S. vaccination requirement for air passengers worries Canadians with mixed vaccines

Canadian travellers have been able to fly freely to the United States since the start of the pandemic, but new U.S. travel rules...

Resolving Meng case removes giant thorn from Canada’s business relationship with China

No matter how much political and popular outrage was stirred up by the Meng Wanzhou extradition case — both in Canada and in...

Recent Comments