John Boyega ejects Joe Malone after advertising with company

Photo: Jessie Grant / Getty Images for Disney

Despite trying to apologize for the company’s strange decision, John Boyega announced today that he will leave his role as global ambassador for London, Malone replacing the fragrance company Star wars Resuming a video starring the actor and Boyega with the Chinese actor and starring for use in the Chinese market. “His decision to change my campaign in China by substituting a local brand ambassador, using my concepts and without my consent or print notice, was wrong,” He tweeted on Monday. “The film celebrates my personal story — showcasing my hometown, including my friends and featuring my family.”

Boyega’s video, title Went to london, Introduces his real friends and family, and seats the actor on horseback and passes through the city’s Pekham district, where he grew up. In the Chinese version of the campaign, Boyega is replaced by Detective Chinatown The star Liu surprised, but the advertisement retains other scenes such as horse riding. Joe Mellon apologized for this weekend’s decision, calling it “a mistake in the local execution of the John Boyge campaign”.

Company told hollywood Reporter On Saturday, “John is a great 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 decision raised questions about anti-black racism, especially since. , While many people of color appeared in Boyega’s advertisement, the Chinese version does not depict black people at all.

“While many brands understandably use a variety of global and local ambassadors, dismissively trading someone’s culture in a way that is not something I can condemn,” Boyega concludes. He said, “It is back to back, but I assure you it will be dealt with fast.” I won’t have time for bullshit. We press and strengthen. Be blessed people “

In response to the actor’s announcement, Joe Malone London tweeted Monday evening, “John Boyega is an incredible talent, artist and person, and we were proud to be part of our Joe Mallya London family. We respect John’s decision and we wish him all the best.”