1:46 PM PDT 9/12/2020
The ‘Star Wars’ actor was replaced with Chinese star Liu Haran.
British perfume and fragrant candle brand Jo Malone London has issued an apology to John Boyega – named his first male global ambassador last year – for “crime” when it re-launched a private video , Which he had made for them only cut off Star wars The actor did not feature entirely but a single black person.
The new ad created for the Chinese market retained key elements of the earlier script, but replaced Boyega with local actor Liu Horan (star of the hugely popular) Detective Chinatown Film franchise). Hollywood reporter Understands that Boyega – who conceived and directed the first film – was not made aware of the production of the new commercial, and only found out after putting it on Twitter.
“We apologize for our boy, John Boyge was a mistake in the local execution of the campaign,” Joe Malone London said in a statement. Three hearted. “John is a tremendous artist with great personal vision and direction. The concept of the film was based on John’s personal experiences and should not be repeated.”
The company said it also apologized to Haran, who was not involved in the “concept” of the campaign.
“When we immediately took action and removed the local version of the campaign, we believe it was painful and that the crime took place,” it said. “We respect John, and support our colleagues and fans globally. We are taking this wrong step very seriously and we are doing a better job moving forward as a brand.”
Original Short – Released last year and is entitled Went to london – Shown Boyega on the streets of his home district of Pekam in London, to hang out and dance with real-life friends and spend time with his family, who also appear. In one scene he rides a horse in a local park, while others ride a bike.
– John Boyge (@ johnboyega) October 8, 2019
Speaking to Women’s wear daily Last year, Boyega said he used the campaign to highlight his background.
“It’s a mixture of the things I see in the film, you see me in a professional atmosphere on the film’s set, then with the family and it’s freeing from the concept of ‘going back or returning to your roots’ Is about, but more roots about it exist along this new side of my life, “he said.” This is not a chapter that closes. ”
Resho watches the Chinese film that Haran also roams with friends and eats a horse in the park, while others ride bicycles. But with Boyega’s absence, the main noticeable difference is that while Went to london Combining ethnicity (Peckham is one of the most ethnic areas in the UK), Chinese advertising does not include a single black person.
– Liu Haran 昊 Ha Ha update (@liuhaoran_intl) 1 September 2020
This is not the first time Boyega has come out against the apparent racism from the Middle Kingdom, where there have been numerous debates over alleged anti-black bias.
In 2015, for the Chinese poster Star Wars: The Force Awakens The online backlash sparked when fans noticed that Boyega’s character Finn had been significantly reduced in size from the original poster, where he was the third-biggest character after Adam Driver’s Kyo Red and Daisy Ridley’s Ray.
Other non-white characters, including Oscar Issac’s Poe Dameron, Lupita Nyong’ao’s Maj Kanata and Chewbacca, were completely cut off.
And this is not the first time a Chinese advertisement has caught fire. In 2016 Kiaobi, a commercial for local detergents, sparked global outrage after a black man appeared to be washed white.
Hollywood reporter John reached out to Boyega’s representative for comment.